Loupa PR

Last week I joined “Trust, Visibility & Discovery: Rewriting the Rules of PR in the Age of AI” by YourStory PR and The Fintech Marketing Hub CIC.
A big thank you to Courtney, Cara, Chris and Danielle for a sharp, engaging and genuinely useful session!

As someone who has been tracking this space closely – and contributing to it since 2018 through Chartered Institute of Public Relations‘ AI in PR committee among other initiatives – I’m always interested in how the theory is translating into practice.

You may have heard some of these themes already, but not all, so read on as they reinforced where things are heading – and what PR and comms teams can’t afford to ignore anymore!

Here’s what stood out:
🔍 GEO is not SEO rebranded. There’s overlap, but AI engines don’t rank pages – they assemble answers. That changes what gets surfaced, and why
🧩 PR is no longer just influencing perception – it’s influencing what AI knows about your brand. Earned media, reviews, expert commentary and wider digital footprint all feed into that
⚙️ Technical is not optional. If bots can’t access or interpret your content properly, you’re not in the conversation – full stop
✂️ Clarity wins. AI doesn’t reward fluff. It pulls structured, direct, question-led content it can confidently use. FAQs are no longer a ‘nice-to-have’ for brands
🪞 Quick reality check: ask ChatGPT, Claude, Gemini and Perplexity what they know about your brand. What comes back is your AI narrative today
📊 Measurement is still catching up. Tools like Profound, Peec AI and Scrunch are useful, but this is still a directional, not definitive, space
🗞️ On media: AI isn’t replacing good PR – it’s raising the bar. Relevance, quality and relationships matter more, not less
Chris‘ point landed: “AI is an accelerant. It’s not creating entirely new problems – it’s intensifying the ones that were already there.”

And we’re seeing that play out in real time. A recent BBC article on businesses scrambling to get noticed in AI search captures it well: visibility is moving from links to answers, and brands are now actively competing to be included in those answers, not just ranked.

That’s a fundamental change. For me, the takeaway is simple: AI hasn’t changed the fundamentals of good PR. It’s just made them impossible to ignore.
👉 If your brand isn’t showing up in AI outputs, it’s not just a visibility issue – it’s a pipeline issue.
This is where I’m spending more time with clients right now:
– Tightening narratives
– Building credible, high-quality earned authority, and
– Making sure brands are visible in the environments where decisions are increasingly being made

How are you thinking about your brand’s visibility in AI search today?
Always happy to exchange notes – feel free to comment or drop me an email!

#PR #AI #GEO #SEO #EarnedMedia #Communications #Marketing #BrandVisibility #MediaRelations #AIinPR