“Public Relations teams are having to rethink nearly every tactic in their playbooks as AI-powered search engines evolve” – Ad Age
The rise of AI-driven search is rewriting the rules of visibility, credibility, and influence. For many PR agencies, this shift can be seen as a challenge. However, it’s important to note that this change is a huge opportunity for PR agencies to rebuild their clients’ reputation and expand their reach.
Why AI Search Demands a New Playbook
In traditional search, the goal was to rank high through search engine optimization, earning clicks and driving website traffic. However, AI answer engines such as ChatGPT, Google’s Overview, Grok, and Gemini usually do not present a list of links; instead, they combine information from multiple sources and draft it into a single response.
Ultimately, this means that even if users are not clicking through your content, your brand may still appear through citations in AI’s answers, but how?
What is GEO?
Generative Engine Optimization (GEO) is the process of optimizing content and brand presence to enhance its recognition by AI.
Key dimensions of GEO include:
- Using clear language to list data and quotations so AI can interpret them
- Mention of your brand in high-quality third-party articles
- Maintaining relevance
- Content tailored specifically for AI platforms
A study conducted by Foundation Inc. found that by optimizing content for AI, PR agencies were able to increase a source’s likelihood of appearing in a GEO by 40%. However, it should be emphasized that GEO will not replace Search Engine Optimization (SEO), it will complement it.
AI’s Bias to Earned Media
Research from Cornell University on Generative Engine Optimization has found that AI systems typically exhibit a strong bias towards the use of earned media, such as third-party sources, expert commentary, journalist reviews, and write-ups.
In other words, AI engines are more likely to trust what others say about you rather than what you say about yourself. This is where PR comes in. If your brand appears in credible outlets with strong citations, your chances of being mentioned in AI responses are higher.
Pulitek reported “AI-driven search engines look for signals of trust, relevance, and authority from a variety of sources […] GEO pays special attention to what others say about you. This is why PR is so valuable: it drives third-party endorsements and credible mentions that generative AI tools interpret as reliable.”
Instead of SEO leading the AI search strategy, many argue that PR should take the lead. Michael Brito, a brand and social media strategist, drafted a PR AI Playbook that helps optimize one’s AI Search Strategy, such as:
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- Structuring brand facts and bios
- Drafting clear, scannable facts for AI to analyze
- Rewriting content, making it “answerable”
- Using keywords and phrases can flag content for AI to use in its summarized copy.
- Report on brand accuracy
- Develop an AI search dashboard for clients that tracks the frequency of the brand’s appearance in AI responses, the sentiment associated with those occurrences, and trends over time.
The AI Search revolution isn’t coming; it’s here. For PR agencies, this is the moment to pivot and reclaim strategic placement and branding.
By combining the foundation of PR with the new mechanics of GEO, companies will slowly begin to bridge the gap between what search will look like going forward and how brands can manage what is said about them.
How Maracaibo Can Help
Here at Maracaibo Media Group, we can help clients make this transition by combining earned media expertise with strategies tailored for generative search – from securing authoritative coverage to crafting messaging that engines can cite.
