Event Review | 如何以 AI 驱动全球化营销：从流量突破到品牌深耕？- Ask an Expert Series

汇丰是在华投资最多的国际金融机构之一，覆盖银行、保险、基金、证券以及金融科技等领域。作为汇丰集团在内地的旗舰机构，汇丰银行（中国）有限公司在内地 40 多个城市设有服务网点，是内地网点最多、地域覆盖最广的外资银行。凭借对内地市场的深入了解和国际金融服务专业经验，汇丰中国为个人与企业客户提供国际化的金融服务。

深圳华科云动力科技有限公司成立于 2014 年，总部设于深圳，是一家具备完整电信资质、一站式 IT 运维、云网安合规一体化的综合服务商。公司持有 ISO9001、ISO20000、ISO27001 三大权威体系认证，为国家级高新技术、专精特新企业。自建 7×24 小时 SNOC 网络安全运营中心，布局多数据中心网络节点，拥有资深网络工程师专业团队，累计服务超千家各行业客户。

WeWork TCL 大厦社区位于孕育着中国顶级科技公司的南山高新园区内，社区内的办公空间将您与这座城市的脉搏相连，助力您的企业蓬勃发展。无论是 1 人或是 60 人以上的团队，灵活的月度会员计划、充满创意又舒适的空间设计，都将让您的工作更加专注高效。10 楼的宽敞空中花园，方便您在工作间隙出来透气、晒太阳，实现劳逸结合的可持续办公。

Event Highlights

Opening Remarks

The event began with a warm welcome from Ms. Christy Leung, Membership Services Manager at The British Chamber of Commerce South China, who introduced the Chamber's 30-year commitment to bridging China-UK business and emphasised the event's mission to help companies turn AI-driven insights into sustainable overseas growth and brand equity. She noted that rising customer acquisition costs and fragmented brand visibility demand a new AI-powered playbook for overseas expansion, urging companies to integrate AI as a holistic system across the entire customer journey—from initial traffic engagement to lasting brand loyalty.

The event was proudly supported by WeWork China, a Chamber corporate member and a leader in flexible workspace solutions. Ms. Lina Wang, Regional Client Manager, WeWork Greater China, delivered opening remarks, expressing WeWork's commitment to empowering businesses of all sizes — from freelancers and startups to enterprises — with innovative, scalable workplace solutions that adapt to evolving business needs. She stated that as a flexible office pioneer with a strong local presence, WeWork Greater China has established nearly 70 communities across 12 cities nationwide, serving over 7,000 corporate users.

Keynote Speeches

Four speakers shared their insights on AI-driven global marketing: from traffic breakthrough to brand cultivation.

Ms. HU Peiyu, Account Director of Marketing Solution, LinkedIn, delivered a keynote on "Next-Gen B2B Marketing: Winning the Future of AI Discovery". She revealed that 94% of B2B buyers have used AI to conduct supplier research before engaging with sales, and B2B buyers are three times more likely to use AI search than consumers. LinkedIn has become the 2nd most cited domain across major AI search platforms, with personal member content accounting for 59% of AI citations. She advised companies to optimise their Company Pages, publish long-form articles (800-1,200 words), encourage executive and employee voices, and boost high-performing organic content—which increases the likelihood of AI citation by 41%. "Brands are no longer 'searched for'—they are 'recommended by AI'. If AI can't find you, it can't recommend you," she said.

Ms. GUAN Lin, Head of Guangzhou & Senior Communications Manager, PR Newswire, shared "The New Battlefield of Branding in the AI Search Era: How to Win AI Recommendations and Customer Trust with GEO and Multi-channel Communication". She noted that AI-generated answers now dominate search result visibility, with traditional search click-through rates plummeting by over 70%. However, AI traffic converts at 14.2%, five times higher than traditional organic search (2.8%). She outlined GEO's three strategic goals—being cited, being recommended, and being understood—and advocated an "answer-first" content structure, placing core facts within the first 50 words alongside verifiable data and charts. Through the "PESO Close-Loop Framework" integrating earned, paid, owned and shared media, brands can build a consistent and trusted identity in AI search. PR Newswire ranks 12th among domains cited by large language models, giving every press release a high-priority pathway into the global AI knowledge graph. "If your brand content isn't seen and cited by AI, you're invisible in the digital world—win AI's trust with structured, verifiable content," she noted.

Ms. Tina Liu, Senior Digital Marketing Consultant, Yeehai Global, shared her insights in "How to Systematically Deploy GEO and Keep Your Brand Consistently Seen and Chosen in the AI Era?". She explained that overseas marketing has shifted from "traffic competition" to "recommendation mechanisms", and while AI traffic remains small in volume, its conversion value is five times that of traditional traffic. She introduced a seven-step GEO framework: AI crawler accessibility, website SEO and structuring, SEO accumulation and ranking improvement, multi-channel brand cross-validation, continuous content updates, digital PR, and UGC community engagement. She emphasised that domestic and overseas AI algorithms are fundamentally different—overseas strategies cannot simply replicate domestic approaches. She shared a case study of a leading portable energy storage brand that achieved over 700% traffic growth in Europe through GEO+SEO integration, with AI-driven traffic increasing tenfold. "Overseas marketing has moved from 'traffic competition' to 'recommendation mechanisms'—those cited first by AI will gain the first-mover advantage," she said.

Ms. HAHA Li, Head of Marketing, NJA (NotJustAgency), closed the session with "Humanistic Intelligent Branding: Building Brands with Personified AI". She pointed out that when every brand uses AI and generates content at speed, efficiency becomes the baseline and uniqueness becomes the scarce differentiator. True brand differentiation lies not in "chatting like a human" but in possessing a clear, authentic, consistent brand personality willing to take responsibility. She introduced a five-layer framework for human-centric AI: value core (choices made in moments of conflict), contextual understanding (moving from "identifying users" to "understanding people"), action capability (language builds goodwill, action builds trust), ethical boundaries (the most dangerous AI is not one that fails to act human, but one that acts human without accountability), and a unified operating system (one brand personality across all touch points, not isolated AI deployments per channel). She warned against three pitfalls: persona without personality, talk without action, and intelligence without responsibility. "AI helps you be seen, but only 'human' qualities—clear personality, authentic values, consistent choices—help you be remembered and trusted. Uniqueness is the true moat. What we strive for is to make AI more like the brand, and the brand more like human," she emphasised.

Panel Discussion

How Traffic, Trust and Brand Work Together?

During the panel discussion, four panelists engaged in an in-depth exchange on the core themes:

Ms. HU Peiyu noted that marketing has shifted from "buying traffic to your website" to "getting your content correctly interpreted and recommended by AI." Brands no longer need more content—they need content that AI can trust. She emphasised that content is the foundation for AI citations—without it, AI has nothing to reference. If forced to prioritise, she would start with content, letting the brand be known, understood and trusted first. On AI homogenisation, she noted that while AI boosts efficiency, true innovation still comes from people—what makes you different must be defined by yourself, with AI amplifying your voice. Her advice: more isn't better. Be clear about your brand consistency, choose the right platforms, deliver the right content, and ensure AI interprets and transmits it correctly.

Ms. GUAN Lin noted that the essence of "competition" in the AI era is that everything iterates faster—both product and marketing iterations are accelerating, and companies must embrace this change. On GEO and brand trust building, she advised that with limited budgets, content quality should come first—GEO increases the efficiency of being cited by AI, but without quality content, GEO may actually amplify a brand's weaknesses. Start by clarifying who you are, what you offer, and why you're trustworthy. Her advice: offline exhibitions remain a vital source of trust—make the most of them and turn three-to-four-day physical events into long-term digital assets through press releases and other means.

Ms. Tina Liu noted that overseas marketing has moved from "traffic grabbing" to "fighting for AI recommendation priority"—buyers now use AI to shortlist suppliers. Is your brand on AI's recommended list? She believes GEO and brand building are not in conflict—they work better together. As products become increasingly similar, overseas buyers need credibility signals (like ESG) to make decisions. On differentiation, she noted that standing out in AI search requires first identifying your own strengths. Her advice: if you're here just to listen and do nothing afterwards, the AI opportunity will pass you by—start acting, start communicating, and you're already 80% ahead.

Ms. HAHA Li noted that the past was a "one-to-many" era of brand-to-consumer broadcasting. Now we're in a "scattered-touchpoint" era where users encounter brands through various AI portals. Brands need to ensure that users across different cultures and contexts can know you, trust you, and firmly choose you. She noted that AI cannot replace three things: a brand's unique value judgments (choices made in conflict), its own assets (founders' perspectives, products, services, after-sales), and its distinctive personality. AI can only amplify—it cannot substitute. Her advice: don't let AI define your brand's personality—first figure out who you are, then use AI to amplify it. The biggest advantage of SMEs is that users are closest to the founding team and the product—embracing that authenticity is your greatest moat.

Mix & Mingle

During the networking session, participants engaged in in-depth conversations with the four speakers and fellow industry professionals, exchanging views on practical topics such as B2B brand trust building, systematic GEO deployment, and tackling AI content homogenisation. Many marketing leaders noted that through the panel discussion and one-on-one exchanges, they gained a clearer action plan for shifting from "traffic competition" to "brand trust building".

The British Chamber of Commerce South China extended its sincere gratitude to all speakers, partners, and attendees. Through its "Ask an Expert" series events, the Chamber will continue to equip members with cutting-edge insights and practical resources, empowering Chinese enterprises to achieve the leap from traffic breakthrough to brand cultivation in the AI era.

For more information on future events, please follow BritCham South China's official WeChat account (中国华南英国商会 BritChamSC / BritCham SC) or contact the BritCham South China team.

Co-Creators

The Great Plant Hunter Campaign

- 5 Jul ~ 30 Aug

BritCham SC 30th Anniversary Gala (Guangzhou)

- 5 Sep