Al is changing search — and PR is leading the response

By Anthony Bullick, Managing Director at Outwrite PR

- Anthony Bullick, Managing Director at Outwrite PR

SEARCH visibility is changing rapidly. As Google and other platforms introduce Al-powered summaries and conversational search, the traditional rules of SEO no longer guarantee a brand will be found.

Instead of chasing keyword rankings, organisations now need to be mentioned, cited and trusted by the generative tools shaping how people discover information online.

This shift has led to the rise of GEO ~ Generative Engine Optimisation.

GEO focuses on ensuring brands appear within Al-generated results, not just search listings.

It’s about being recognised as an authoritative, reliable source when AI summarises information for users. And that’s where PR and communications come into their own.