You ask ChatGPT or Gemini a question about the best products or services in your market, but your brand is nowhere to be found. Instead, you see a competitor who is frequently mentioned in the news. This is no coincidence; it is how discoverability works today. If you don't start optimizing your GEO (Generative Engine Optimization), you run the risk of your brand simply becoming invisible in AI-generated answers.
We are searching for lists of links less often, and for direct answers more frequently. AI models determine which brand gets mentioned—and which does not. Those who fail to invest in AI visibility now risk disappearing entirely.
While traditional SEO focused on the technical optimization of your website, GEO focuses on the optimization of your reputation. This reputation is not an abstract concept; it is determined by how others write and talk about you. This is precisely what serves as a primary source for AI models.
89% of the links cited by AI models originate from earned content—sources such as user-generated content, Wikipedia, and journalistic outlets. 27% of AI-generated answers are directly traceable to journalism. When it comes to current news events, that percentage even rises to 49%.
The AI economy cannot be bought with advertising budgets; it is built on independent and credible authority. At Numen, we have the answer to which tactics you should add to your PR strategy right now.
If you want AI to truly work for you, it is essential to sharpen your current PR calendar with these tactics:
Claim thought leadership on social themes: AI recognizes and values experts who provide context and interpretation. Position your spokespeople not just around products or services, but around broader, relevant themes such as sustainability, work culture, or technological impact. Interviews and opinion pieces are more effective here than standard press releases.
Prioritize high-authority journalistic platforms: Not all reach is created equal. Major news brands act as reference points for AI. Focus your efforts on editorial teams with high credibility. Quality and context are more important than volume.
Focus on facts, not marketing fluff: AI has a flawless detector for vague marketing language. Use data-driven storytelling supported by statistics, hard facts, and expert quotes. Independent PR research featuring unique data is worth its weight in gold.
The shift toward AI forces us back to a simple question: What does your organization truly add? It is no longer about having the best landing page, but about providing the most reliable and relevant answer. PR plays a key role in this. Are you ready to strengthen your reputation?