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_The following is an excerpt from an article written by the Ruder Finn Asia team that was originally published on [**[WARC](https://www.warc.com/en/article/the-gen-z-effect-how-ai-native-consumers-are-rewriting-brand-relevance-across-asia-pacific-6545144b2883473e901f14801a0a5e5a)**]._ 
Brands have spent years optimising for human attention: sharper creative, better targeting, faster content cycles. But a fundamental shift is underway. For Gen Z, AI is no longer a novelty. It is becoming the layer through which they search, compare, decide, and create. That changes not just how brands communicate, but what it takes to be visible, trusted, and chosen in the first place. 
The shift is already definitive. McKinsey’s 2026 ConsumerWise research found that 85% of Gen Z and millennial consumers had used at least one AI tool in the previous three months. Across Asia-Pacific, the pattern takes different forms. Southeast Asia outstrips the rest of the world in AI search interest by three times the global average, with Gen Z leading adoption across every market. In China, AI is being absorbed into mobile ecosystems where content, community, and commerce are already tightly linked. 
There is no single APAC Gen Z story. But the underlying shift is the same: AI is now the front door to discovery. Brands that are not legible to both people and the systems those people rely on risk being filtered out before they are ever considered. 
For the full article, please visit [**[WARC](https://www.warc.com/en/article/the-gen-z-effect-how-ai-native-consumers-are-rewriting-brand-relevance-across-asia-pacific-6545144b2883473e901f14801a0a5e5a)**]

The Gen Z Effect: How AI-Native Consumers Are Rewriting Brand Relevance Across Asia-Pacific 

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White

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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-appoints-chief-ai-officer

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

Ruder Finn has been featured on the “Future of Communications” as a part of the America 250 documentary series created by Business Reporter and hosted on Fortune.com. The series celebrates the 250-year anniversary of the United States by showcasing a selection of notable business success stories across industry sectors. 
The episode features interviews with CEO Kathy Bloomgarden, CIO Michael Schubert, and CTO Tejas Totade as they share insight into the early bet they made on AI and how it’s entirely transformed the way the agency helps organizations communicate and resonate with the audiences that matter most. 
_“At Ruder Finn, adopting AI is not about considering to use a tool; one tool, two tools, that’s not what we’re talking about,” said Kathy Bloomgarden. “We’re talking about turbocharging our culture, really opening up our curiosity, our entrepreneurship, which always existed, but empowering it and making it a really compelling force in our organization.”_ 
[**Watch the six minute excerpt**](https://fortune.com/brandstudio/business-reporter/ai-isnt-replacing-communications-its-redefining-which-stories-are-heardand-which-ones-drive-impact/).

AI Isn’t Replacing Communications. It’s Redefining Which Stories Are Heard… and Which Ones Drive Impact 

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Why it matters 

Xiaohongshu is experiencing a global surge in popularity coinciding with the week that TikTok faces the possibility of being taken offline in the US. TT creators, self-identifying as “TikTok refugees”, are proactively endorsing Xiaohongshu as an alternative, encouraging their followers to switch platforms amidst the uncertainty. This means more international creators on the app which is solidifying itself as the go-to platform for younger Chinese consumers. 


Xiaohongshu: Streamlining the customer journey and disrupting retail in China

Xiaohongshu: Streamlining the customer journey and disrupting retail in China

Ruder Finn Asia

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2025-08-02