In this episode of PR on the Record, Ariel Shapiro and Shahni Ben-Haim are joined by Ido Cohen, VP of Global Brand and Communications at Lightricks, to explore what it really takes for a tech company to own its narrative in the age of Generative AI. With a background in brand strategy, comms, and influencer marketing, Ido has played a pivotal role in shaping Lightricks’ voice as the company navigates rapid innovation and industry disruption.

Together, they unpack the challenges of staying front and center when your technology is enabling others to tell their stories. Ido shares how his team of 20 marketers keeps the brand distinct, authentic, and bold, even as Lightricks’ AI tools become ubiquitous in the hands of creators and brands alike.

The conversation dives into practical strategies for brand storytelling, how to balance amplification with ownership, and why having a clear, consistent narrative is essential in a world where virality can blur attribution. If you're looking to future-proof your brand voice in a fast-moving tech landscape, this episode is a must-listen.