Are you wondering “What is AI saying about my brand—and is it accurate?”
I dove into this question with Michael Brito, Global Head of Analytics at Zeno Group when he spoke to our Connexting group on GEO and AI search.
The big takeaways?
- AI search engines are pulling in earned media as credible sources to cite in their answers. That means PR placements aren’t just good for human readers anymore. They’re training the machines.
- It’s time to do some targeted press programs. Michael talked about how trade press and niche outlets are cited more in search results than The New York Times.
- Reputation management now includes “machine sentiment.” AI can misinterpret even your own product pages. (Imagine that!) If that flawed interpretation becomes the “answer” millions see, you’ve got a problem.
So what is the opportunity? PR is uniquely positioned to lead here. We already know how to create authoritative, credible, on-message content and build relationships with the outlets AI trusts.
Now, it’s all about:
- Monitoring which sources AI models pull from for your category
- Structuring your content for AI ingestion
- Advising leadership on how AI is shaping perception—sometimes overnight
AI search isn’t replacing PR. It’s amplifying its importance. If we can show our value in this new arena, PR won’t just have a seat at the table—it will set the agenda.
Ask ChatGPT what it knows about your company. You might be surprised by the answer.