Business of Apps Podcast · 2026-05-25 · 22 min
Brand visibility is no longer just about winning the attention of consumers - it's about being eligible to exist in the spaces where discovery happens. In this episode, we speak with Lavinea Morris, Managing Director EMEA at M&C Saatchi Performance, about what it really takes for brands to show up in an AI-driven world. Lavinea introduces the concept of "eligibility" - the idea that before an ad is ever seen, brands must first earn the right to appear. She explains how the rise of AI and generative engine optimization is reshaping discoverability, why performance marketing is now an organization-wide responsibility, and what the "eligibility tax" costs brands that aren't paying attention. From taxonomy and content to trust signals and data feeds, she makes the case that getting found is no longer the job of one team - or one channel. If you work in performance marketing, growth, or brand strategy, this is a timely conversation about what it means to be visible when the machines are doing the filtering.
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#266: The two levers left for app marketers with Shumel Lais, Founder of Day30
#265: How Agentic AI is changing app growth, from acquisition to retention with Andy Carvel, Ed Brocklebank, Matt Dyson, and Sven Jurgens
#263: Why your MarTech stack is broken with Rebecca Nackson, CEO of Notable - by Branch
#262: How AI is changing creative teams with Jen Taylor, Director of AI Strategy & Integration at Capacity Interactive - by Branch