Branded or Buried: Pete Pachal on Why AI Will Expose the Real Value of Media

In this episode of The Revenue Room™, Pete Pachal, founder of The Media Copilot and longtime tech journalist, joins Heather Holst-Knudsen for a sharp, future-forward conversation on how AI is reshaping the media landscape. From the decline of brand trust to the rise of zero-click content, Pete unpacks the brutal clarity that AI brings—and why it may force media companies to finally prove their real value.

Key Topics Discussed:

• Why AI’s biggest disruption isn’t productivity—it’s radical transparency.
• How zero-click content is changing content discovery and engagement.
• Why media brands must differentiate or risk being buried by algorithms.
• The case for authenticity as the next competitive advantage.
• What tech’s evolution tells us about the future of media.
• How Pete built The Media Copilot to help publishers and marketers navigate the AI transition.
• What it takes to thrive in a world where AI can replicate—but not originate—trust.

About Pete Pachal
Pete Pachal is the founder of The Media Copilot, a consulting and strategy platform for helping media and marketing leaders make sense of AI. He is also a longtime tech journalist, having served in editorial leadership roles at CoinDesk, Mashable, and PCMag. Pete is known for his sharp analysis and ability to demystify emerging technologies in plain language. He’s appeared as a tech expert on The Today Show, CNN, Fox Business, CNBC, and more.

About Heather Holst-Knudsen

Heather Holst-Knudsen is the founder and CEO of H2K Labs and Revenue Room™ Connect. She is a seasoned executive with extensive experience in digital transformation, data, and revenue growth. She is a recognized leader and operator in media, marketplaces, events, and adjacent technologies. Heather has a proven track record of leading organizations to achieve customer-centric innovation, revenue growth, and enterprise value creation. As a thought leader, Heather shares her insights on multisided business models under The Revenue Room™. Connect with Heather on LinkedIn.

About Revenue Room™ CXO

Revenue Room™ CXO is a private executive community for CEOs and revenue-critical C-Suite leaders who are shaping the future of growth in the data and AI economy. Through curated peer discussions, benchmarking sessions, and strategy sprints, members tackle real-time challenges in revenue transformation, customer intelligence, and business model innovation. This is not another networking group — it’s a confidential forum for leaders ready to accelerate enterprise value in 2025 and beyond.

Learn more or apply for membership at info.h2klabs.com/apply-cxo