As AI-powered answer engines such as ChatGPT increasingly serve as the first point of contact for users, traditional SEO is no longer enough to guarantee digital visibility.

According to a report by The Guardian, Google’s shift towards AI-generated search responses has significantly disrupted the online news ecosystem, causing a sharp decline in traffic to news websites. This transformation necessitates a new approach: Generative Engine Optimisation (GEO), which focuses on creating content that is structured, credible, and actionable for AI systems.

Here’s how brands can use GEO-driven PR to boost visibility, credibility, and influence in the age of AI.

Craft AI-Optimised Content

AI systems prioritise clarity and structure over nuance. To ensure your content is recognised and referenced by AI, focus on:

  • Clear Structure: Utilise headings, subheadings, and bullet points to organise information effectively.
  • Credible Sources: Incorporate expert quotes, data-backed insights, and case studies to enhance authority.
  • Actionable Information: Provide concise, relevant content that addresses user queries directly.

By aligning content with AI’s processing capabilities, brands can increase their chances of being cited in AI-generated responses.

Secure Strategic Media Placements

Coverage in reputable publications and industry platforms reinforces a brand’s credibility, increasing the likelihood of being cited by AI systems. According to PR Daily, creating a multi-channel strategy for visibility is essential in the AI-driven media landscape.

  • Target High-Authority Outlets: Target media platforms that AI is likely to cite. In Thailand, international outlets like Reuters or BBC boost brand recognition and signal credibility. At the same time, industry-specific publications such as Bangkok Post Business or Thai Hotels Association newsletters highlight sector expertise and thought leadership..
  • Highlight Achievements: Feature case studies, milestones, and impactful stories that showcase your expertise.
  • Leverage Thought Leadership: Publish articles and insights that position your brand as an authority in your field.

Strategic media placements not only enhance brand visibility but also serve as signals that reinforce your brand’s credibility in AI-driven environments.

Maintain Consistency

Consistency signals credibility to both audiences and AI systems. Ensure your brand voice is unified across press releases, social media, and websites, respond quickly to media inquiries and public concerns, and track where AI references your content to identify gaps—using tools and analytics platforms such as Google Alerts, Brandwatch, Meltwater, or Talkwalker. This proactive approach positions your brand as a reliable, authoritative source in both human and AI-driven ecosystems.

Monitor AI Mentions

Tracking is essential. Monitor closely where AI systems reference your content and how your brand is represented by leveraging analytics platforms and AI-monitoring tools, such as Google Alerts, Brandwatch, Meltwater, or SEMrush’s Brand Monitoring features. These insights allow PR teams to refine messaging, update content, and fill gaps. Proactive monitoring ensures the brand remains relevant, authoritative, and consistently cited as a trusted source in AI-driven answers.

As AI increasingly shapes what audiences see and trust, GEO-driven PR enables your brand to stand out, build credibility, and be referenced by AI systems. Ready to elevate your AI presence and take your PR game to the next level?  Visit www.midas-pr.com or get in touch to find out more about our work and how we can support you.