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Ruder Finn Asia, one of the region's largest independent communications and integrated marketing consultancies, has appointed **Chung Kai (CK) Lim to Vice President, Chief AI Officer, AI Product & Strategy, Asia and Greater China.**
 

The consultancy has also launched its **AI Visibility & Generative Engine Optimization (GEO) Advisory**, powered by a combination of industry-leading AI platforms and our proprietary GEO methodology, to help brands improve how they are understood, represented and cited across leading generative AI platforms, including ChatGPT, Perplexity, Gemini, Microsoft Copilot and Google AI Overviews.
 

CK joins Ruder Finn Asia from Dell Technologies, where he served as Asia-Pacific and Japan Lead, Digital Demand Generation, overseeing AI and machine learning powered demand generation. Over the past decade, he has held senior regional marketing roles at Dell Technologies, Cognizant and Edelman, leading digital transformation, demand generation and marketing innovation across Asia-Pacific, Japan, the Middle East and Southeast Asia. His experience spans GenAI deployment, marketing technology transformation, full-funnel digital campaigns and sales enablement across more than ten markets.
 

CK will lead the acceleration of digital transformation and the adoption of emerging technologies across the consultancy's 30 Asia-Pacific offices and team of more than 800 consultants. He will focus on advancing internal AI enablement, driving functional transformation across the business, and shaping the consultancy's client-facing AI product roadmap. 
"Communications consultancies are uniquely placed to lead in the answer engine era because we already create the press releases, earned media, executive bylines and third-party content that AI models trust and cite," said Chung Kai (CK) Lim. "My focus is twofold. Internally, we are making AI the default operating layer across every workflow. Externally, we are giving clients the visibility, control and citation share they need to protect and grow their brands."
 

Developed under CK's leadership, the AI Visibility & GEO Advisory reflects Ruder Finn Asia's belief that communications expertise will play an increasingly important role in how brands are represented by AI. Combining strategic communications with AI models and analytics, the offering helps organizations measure, monitor and improve their visibility across leading AI platforms.

**Key capabilities include:**
 
- AI Visibility Audits: Baseline GEO assessments across ChatGPT, Perplexity, Gemini, Microsoft Copilot and Google AI Overviews, benchmarked against competitors. 
- Continuous Monitoring: Ongoing tracking of narrative shifts and sentiment across leading AI platforms to identify emerging risks and opportunities. 
- Content Optimization: Answer-first content strategies designed to improve AI extraction, citations and authority signals. 
- Technical Optimization: Schema.org implementation, llms.txt deployment and entity signal optimization across earned, owned and shared media.
- Multi-Market Intelligence: AI visibility monitoring and optimization across English, Mandarin, Cantonese and key Southeast Asian languages. 

 
"Communications has entered a new era where influence is measured not only by what people read, but by what AI understands, cites and recommends," said Elan Shou, Global Chief Growth Officer and Managing Director, Asia and Greater China at Ruder Finn. "AI visibility is not a standalone discipline, it’s an evolution of strategic communications. The same trusted content that shapes reputation through media, thought leadership and executive visibility now shapes how AI platforms understand and recommend brands. By combining our communications expertise with AI-powered insights and optimization, we offer clients an end-to-end approach that strengthens AI visibility, protects reputation and drives business outcomes."

_[**Chung Kai (CK) Lim**](https://www.linkedin.com/in/chungkailim/) and [**Elan Shou**](https://www.linkedin.com/in/elan-shou-a007244/) are available for interviews in English and Mandarin. High-resolution headshots and AI Visibility & GEO service visuals are available on request._

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Ruder Finn Asia Launches AI Visibility & GEO Advisory for Asia-Pacific; Appoints Chung Kai (CK) Lim as Chief AI Officer 

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In this episode, Kathy Bloomgarden, speaks with Tejas Totade, Chief Technology Officer and Head of AI at Ruder Finn, about the shift from AI experimentation to real business impact. 

As organizations move beyond AI pilot projects, Kathy and Tejas discuss what it takes to operationalize AI enterprise-wide, from identifying measurable ROI and upskilling teams, to embedding AI into everyday workflows in ways that deliver practical value. They also reflect on Ruder Finn’s evolution as a tech-forward agency and its approach to integrating AI internally and for clients. 

Listen now on [**Spotify**](https://open.spotify.com/episode/27pFG21LU10UxOSYlp1dI2) and [**Apple Podcasts**](https://podcasts.apple.com/us/podcast/from-experimentation-to-impact-how-organizations-are/id1877193190?i=1000764787055), or watch on [**YouTube**](https://www.youtube.com/watch?v=5UHsAjZ-tPY).

_**What’s Next: The Ruder Finn Podcast** is hosted by Ruder Finn Global CEO Dr. Kathy Bloomgarden and explores how AI, innovation, and leadership are reshaping the future of communications and marketing. Featuring conversations with industry leaders, technologists, and healthcare pioneers, the podcast offers forward-looking insights on navigating change in an increasingly AI-powered world._

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From Experimentation to Impact: How Organizations are Operationalizing AI Across the Enterprise 

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_The article was originally published on [**Campaign Middle East**](https://campaignme.com/should-we-just-wait-for-chatgpts-ads-to-launch-and-buy-our-way-to-the-top/)._ 
If you’re working in a digital comms agency right now, you’ll realise this idea – we can’t just buy our way to visibility – is the 2026 version of the “we need more followers” conversation. 
Today, our clients’ reputations are now in the hands of an ask anything chat box that we can’t control. We see the output, we don’t like it, and our instinct is to apply old logic: buy an ad or stuff some keywords. 
And yes, if you haven’t heard already, to paraphrase Game of Thrones, “ads are coming.”

## **Gold buys the spotlight** 
 

ChatGPT and Perplexity are introducing sponsored citations, enabling you to buy visibility (not validity). Yet there’s a surprisingly common belief that paid media will save organic reputation. 
Sorry to break it to you–in the age of Large Language Models (LLM’s), it won’t. 
It’s key to understand how LLMs work. They don’t read your website like a human does and decide if they like it. They predict the next most likely word, based on patterns they’ve learned from large amounts of text that they have been (and will continue being) trained on over time. 
Buying ads quite frankly ignores the reality these models rely on. AI models don’t just use your website; they pull information from across the web to form their answers. If your brand lives only on your own great website, with no external validation, you’re not worthy of an AI citation. 
Fixing this pain point starts with realisation. The realisation that you cannot optimise an LLM by simply buying a sponsored citation. An LLM is not another Google search. The user reads the answer first, before any ad. Imagine paying for your ad to sit next to a response that isn’t exactly in your favour. Whoops… embarrassing.

## **Only trust claims the throne**
 

You can pay for attention, but not for machine trust. LLMs organise information into entities, people, brands and places.If the model doesn’t understand what your brand is, it won’t risk recommending it in the main text, regardless of your ad budget. So how do we fix this?
 

Here are three tips that we’ve seen prove consistent results: 
**1. Fix your coding first:** AI models can tell the difference between a product and a blog post. If your key selling points aren’t clearly coded, the system can misread your content.
**2. Invest in digital PR:** LLMs feed off high-quality mentions. If the only place that says you are a “luxury leader” is your own ad copy, the AI treats it as a claim, not a fact.
**3. Keep a close eye on hallucinations:** Often overlooked, but this should be a critical part of your comms strategy and reporting. You need to know what the AI thinks is true about you before you advertise.

## **The ads are coming**
 

Yes, it’s inevitable. However, buying paid ads on the likes of ChatGPT or Perplexity is not going to get you and your organisation seen more. It’s not going to fix your problems. 
What will help you, is digging deeper and fixing the roots.

Originally published on [**Campaign Middle East**](https://campaignme.com/should-we-just-wait-for-chatgpts-ads-to-launch-and-buy-our-way-to-the-top/).

Ruder Finn Atteline's Sanya Ijaz explains why buying paid ads on the likes of ChatGPT or Perplexity is not going to brands seen more; what will help you, is digging deeper and fixing the roots.

From Experimentation to Impact: How Organizations are Operationalizing AI Across the Enterprise

From Experimentation to Impact: How Organizations are Operationalizing AI Across the Enterprise

Ruder Finn

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2026-05-17