tech
GEO gains on SEO for communicators and brands
Generative engine optimization, or GEO, is opening the door for communicators to influence how AI assistants portray brands.
TL;DR
- Generative Engine Optimization (GEO) is emerging as a way for communicators to influence AI assistant brand portrayal.
- AI search engines are becoming more prevalent, impacting traditional search.
- 73% of surveyed comms professionals find GEO important to their strategy.
- 29% of organizations have no one responsible for GEO.
- 24% of organizations assign GEO ownership to PR/communications, while 11% assign it to marketing leadership.
- GEO relies on credible sources like earned media and official website information for AI answers.
- 55% of comms professionals are pursuing coverage in high-authority publications to enhance AI visibility.
- Companies treating GEO as a shared capability are expected to have a stronger position in AI search.