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Here’s a statistic that should grab every communications professional’s attention: 89 per cent of B2B buyers now use generative AI as part of their buying process. Moreover, 95 per cent anticipate using it to support decision-making within the next year. Even more striking? Over 90 per cent of B2B buyers purchasing products worth over $1 million report positive results from AI-guided research.
These numbers, presented by Golin’s global president of data and analytics, Jonny Bentwood, at the recent AMEC Summit in Vienna, aren’t just interesting data points, they’re a wake-up call. Your buyers have fundamentally changed how they research and make decisions, and if your communications strategy hasn’t adapted accordingly, you may already be falling behind.
Generative AI engines should thus be top of mind for reaching new audiences, because the shift from Search Engine Optimization (SEO) to Generative Engine Optimization (GEO) isn’t coming – it’s here. The brands that understand this transition are the ones that will dominate the conversation in their industries.
Understanding the fundamental shift
Traditional SEO was relatively straightforward. You optimized your website for specific keywords, built backlinks, created content around search intent, and hoped Google would reward you with high rankings. Users would click through to your site, and you’d capture their attention on your digital real estate.
GEO operates entirely differently. Generative AI engines such as ChatGPT, Claude and Google’s Gemini don’t just point users to websites, they synthesize information from multiple sources to provide direct answers. Users increasingly receive comprehensive responses without ever clicking through to your carefully optimized landing pages.
This isn’t just a technical shift; it’s a complete reimagining of how information flows online. The old funnel is broken, and we need new strategies to ensure brands remain visible and relevant.
Why traditional SEO tactics are losing steam
Here’s the uncomfortable truth: keyword-stuffed blog posts and link-building campaigns are becoming less effective. Generative engines don’t reward the same tactics that once drove web rankings.
Instead of crawling for keywords, AI engines are looking for authoritative, well-sourced information. They’re prioritizing content that demonstrates expertise, carries third-party validation and comes from trusted sources. This is where the PR industry has an advantage and where earned media becomes critical.
When AI engines scan the web for information, they’re not just looking at your website. They’re analyzing news articles, industry publications, expert interviews and thought leadership pieces. The brands that appear in these AI-generated responses are those with strong earned media presence and established authority in their sectors.
The earned media advantage in the GEO era
This shift puts public relations professionals at the center of digital visibility strategy. While SEO specialists are pivoting to optimize for AI engines, PR professionals already possess the core skills needed to succeed in this new landscape.
Earned media has always been about building credibility and authority – exactly what generative engines prioritize. When your CEO is quoted in industry publications, your research is cited by journalists or your experts appear on podcasts and panels, you’re creating the kind of third-party validated content that AI engines trust and reference.
Think about it: when someone asks ChatGPT about trends in your industry, which sources is it most likely to reference? The company blog post or the comprehensive analysis your spokesperson provided to a respected trade publication?
Given that 90 per cent of users click through on AI-recommended suggestions, according to Bentwood’s research, being the source that AI engines trust and cite becomes vital to drive traffic and engagement.
Key differences between SEO and GEO strategies
The strategic shift requires fundamentally different thinking. SEO focused on capturing search intent at the moment someone was looking for information. GEO requires being part of the conversation before the question is even asked.
Where SEO rewarded volume, GEO rewards depth and authority. A single, well-placed thought leadership piece in a respected publication can carry more weight than dozens of optimized blog posts.
SEO metrics centered on rankings and click-through rates. GEO success is measured by brand mentions in AI responses, citation frequency and authority positioning. You’re not trying to rank first; you’re trying to be the trusted source AI engines turn to when synthesizing responses.
Adapting your communications strategy
Smart communications and marketing leaders are already focusing on building relationships with the sources that generative engines trust: journalists, industry analysts and academic researchers.
This strategic development is particularly crucial when you consider, with the majority of B2B buyers using generative AI in their buying process, your brand’s visibility in AI-generated responses directly impacts your sales pipeline.
This means investing more heavily in media relations, expert positioning and strategic thought leadership. It means developing spokespeople who can provide nuanced, quotable insights. It means building relationships with the publications and platforms that AI engines consistently reference.
The road ahead
The transition from SEO to GEO is a return to fundamental PR principles. Building authority, establishing credibility and earning trust have always been at the heart of effective communications. Now they’re also the keys to digital visibility.
As AI continues to reshape how people discover and consume information, the communications professionals who understand this shift will find themselves more valuable than ever. We’re not just managing reputation anymore; we’re architecting digital visibility in an AI-first world.
The question isn’t whether this shift will continue – it’s whether your strategy will adapt quickly enough to capitalize on it.
If you’re interested in exploring more, get in touch with our digital team (digital@fireoth.com).
