Lisa Weser
Founder & CEOTrailblazeLisa Weser is the founder and CEO of Trailblaze, a creative communications agency that puts cannabis and lifestyle brands on the map. From cooking up the World’s Largest Pot Brownie to ushering Martha Stewart into the world of weed, Trailblaze is known for big ideas and bold campaigns that get attention and drive tangible business results. Known to the industry as The Cannabis PublicistⓇ, Lisa and her firm represent some of the industry’s biggest names, from Snoop to Stiiizy, with strategic PR, experiential, and influencer campaigns that take weed mainstream. Lisa is the recipient of the PR News Top Women Award, recognizing her achievements as an “Industry Innovator” in the cannabis sector.
Training the Narrative: Earned Media’s Role in the AI Age
As generative AI tools like Anthropoic, ChatGPT and Claude increasingly shape how people search for information, discover brands and understand indus
As generative AI tools like Anthropoic, ChatGPT and Claude increasingly shape how people search for information, discover brands and understand industries, the sources that train and inform these systems matter more than ever. One of the most influe
As generative AI tools like Anthropoic, ChatGPT and Claude increasingly shape how people search for information, discover brands and understand industries, the sources that train and inform these systems matter more than ever. One of the most influential inputs is often overlooked: earned media.
This session will explore how news coverage, interviews, and thought leadership shape the information AI models rely on to interpret the world. For c
As generative AI tools like Anthropoic, ChatGPT and Claude increasingly shape how people search for information, discover brands and understand industries, the sources that train and inform these systems matter more than ever. One of the most influential inputs is often overlooked: earned media.
This session will explore how news coverage, interviews, and thought leadership shape the information AI models rely on to interpret the world. For cannabis companies operating in a highly regulated and often misunderstood industry, earned media plays a critical role in ensuring accurate narratives make their way into the digital knowledge ecosystem.
This session will unpack how PR, journalism and brand storytelling today may ultimately influence how AI tools describe and contextualize the cannabis industry tomorrow.
