As search evolves from lists of links to AI-powered answers, the rules of discovery are being rewritten. We asked our head of digital, Martin Harris, for his comment on the state of search and the marketing considerations that brands should be keeping in mind.
Traditional SEO is no longer enough
Traditional SEO is no longer enough, with a focus on rankings for specific search queries alone proving largely insufficient. Discovery now begins before a query is even typed, driven by AI-generated overviews and summaries that precede traditional search results. Generative AI systems now hold a power similar to traditional media coverage, curating what audiences see and implicitly establishing authority. Where earned media once acted as the primary amplifier for brand credibility, AI models now reference and surface content in ways that directly influence perception, visibility and trust.
“Acting as “mini media outlets”, AI-generated overviews aggregate data, decide what’s most important and effectively shape public perception.”
For marketers, this means that trust and reputation must be deliberately earned across both human and algorithmic audiences, because these signals determine not just awareness, but whether a brand is recommended in AI-driven answers.
AEO vs. GEO briefly explained
Answer engine optimisation (AEO) – a key component of generative engine optimisation (GEO) – isn’t just a semantic re-write of SEO, it reflects a fundamental transformation in how information is surfaced. Where AEO is a tactic focused on winning the direct answer, GEO is the holistic strategy concerned with managing the brand’s reputation and visibility across the entire generative AI discovery process.
AI models increasingly prioritise entities referenced by authoritative, credible sources, and as such, trust in not only an outcome of marketing activity, it’s an input that drives discoverability. High-quality coverage, thoughtful commentary and earned media now serve as signals that AI systems use to determine which brands are more highly regarded and recommended. This shift has had profound implications for content strategy.
Controlling your “AI identity”
Generative AI tools are redefining how and where audiences are searching, making proactive control critical. Only five years ago, more than 90 per cent of all discovery started and ended with a Google search. That monopoly on intent is now being challenged. Without a deliberate approach, brands risk their AI identity being shaped by outdated or inaccurate information.
Now, building a brand means earning recognition and reputation amongst systems and audiences alike. By aligning PR (brand and digital), content and digital strategies, brands can ensure that when discovery happens – whether through AI answers, social media or media coverage – the signals pointing back to them are authoritative, coherent and compelling.
The age of AEO and GEO presents both challenge and opportunity so marketing teams must integrate traditional and AI-informed strategies, prioritising credibility and brand positioning. The real winners won’t be the brands chasing clicks, but the ones shaping how they’re understood and trusted wherever and however their audience finds them.
Interested in building solid brand PR fundamentals to encourage strong results in AI search? Watch this webinar from our head of PR on demand: “Brand PR in the new age of discovery.”
