Treating AI as a Stakeholder with Jonas Gödde, Beiersdorf

How does a global consumer goods company get ahead on what AI says about it? In this episode of The Growth Leaders Series, Charlie Marchant sits down with Jonas Gödde, Head of Digital & AI Communication at Beiersdorf, the parent company of NIVEA and Eucerin. Beiersdorf was recently ranked second out of all DAX 40 companies in FTI Consulting’s AI Reputation Monitor. Jonas shares how the team got there. In this episode, Jonas Gödde covers: - Why trust is the main KPI for Beiersdorf’s communications team, and how it drives growth across consumers, talent, employees, and analysts - Why he started the project without waiting for the perfect strategy or KPIs - Approaching AI visibility as an SEO project, from technical fixes to “bringing our house in order” on content - Why AI is a new stakeholder, and what changes when agents start interacting with your content directly - How to write pages that work for AI without making human readers feel patronised - Getting around 150 pages updated with topic experts from across the business - Using shared guidelines to keep content consistent and upskill the team Disclosure: Exposure Ninja has worked with Beiersdorf as their AI Search partner for part of this story. Follow Jonas on LinkedIn: https://www.linkedin.com/in/jonas-goedde/ Watch this episode next: https://www.youtube.com/watch?v=3FOxsfShClE&list=PL6KnGdn57AO8KOvEpkAZ0ub6Yh2utXNSm Read the full show notes: https://exposureninja.com/podcast/growth-leader-series-jonas-godde/ ==================== Exposure Ninja is an award-winning search marketing agency specialising in AI Search, SEO, and PPC. We grow B2B and B2C brands into industry leaders in search. Proudly B Corp Certified. Book a consultation call 👉 ⁠https://exposureninja.com/ Follow Exposure Ninja https://linkedin.com/company/exposureninja ==================== Recorded by: Charlie Marchant Edited by: DirekVim Thumbnail by: Kelly Wilson Produced by: Charlie Marchant