Andy Pray and Daria Dubois launch Wild Signal, an AI-native communications agency
Praytell founder Andy Pray and innovation leader Daria Dubois have launched Wild Signal, an AI-native communications agency built for how people now find and trust information. Pray is CEO and cofounder; Dubois is chief innovation officer and cofounder.
The agency operates virtually with a distributed team, bills for outcomes rather than hours, and is actively hiring. Pray is based in Chicago and Dubois in Brooklyn. Early focus: travel, technology, transportation and hospitality-though the model is built to flex across categories.
As Pray put it, the firm is "purpose-built for the citation economy, where AI search engines have fundamentally changed brand visibility, influence and the future of creative communications." If your brand isn't cited by the models, your story gets rewritten by other people's content.
What Wild Signal is shipping
Wayfinder is the debut platform-a GEO (generative engine optimization) intelligence layer that maps brand visibility across leading LLMs. It blends earned, owned and paid signals to deliver specific recommendations for both in-house and agency teams.
In Spring 2026, Wild Signal will roll out Earned OS, an executional operating system built for the AI era of PR-where search, social, and model responses blur into one attention stream.
Early proof: where AI citations come from
Wild Signal is publishing an Open Data GEO study indexing 120,000+ URLs across travel. Over 30 days, analyzing 10,000+ domains, the study found:
- Traditional earned media captures 48.6% of all AI travel citations.
- Reddit captures 27.5%-more than any single traditional publisher.
The takeaway: authority isn't inherited through legacy or scale. It's built through structure, optimization and narrative that models can parse and cite.
What this means for PR and comms leaders
- Audit your model footprint: Know which sources LLMs cite for your brand and category. Track shifts weekly.
- Engineer content for GEO: Use clear Q&A formats, entity-rich copy, tight headlines, and consistent metadata. Where possible, apply structured data (schema) and consolidate duplicative pages.
- Invest in communities: Plan for Reddit and other forums alongside press. Build credible participation programs with transparency and repeatable contribution guidelines.
- Update measurement: Add GEO share-of-citation to your dashboard by query set, source type and model. Tie tests to outcomes, not activity.
- Tighten ops: Bring PR, SEO, content and paid to the same table. Short cycles, clear hypotheses, fast iteration.
Team model and hiring
Wild Signal is virtual, outcome-based, and expects to hire around 12 people in Q1 2026. The firm is actively building a distributed bench across strategy, analytics, and creative execution.
Why this founding team matters
Pray founded Praytell in 2012 and stepped down as CEO in August. The agency now spans six offices with 170 employees and reported $29 million in global revenue in 2024.
Dubois most recently served as VP of AI solutions at RNL and previously led creative technology strategy at Weber Shandwick. Together, they combine earned-first instincts with AI systems thinking-useful for a market where model citations now influence awareness, consideration and trust.
"We are excited about what this era of generative search means for PR and earned," said Pray.
If you're upskilling your team
For practical training on AI search, prompts and analytics for comms roles, explore Complete AI Training's courses by job.
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