Influencing an ‘AI audience’ is a critical new facet of public relations but the future of our profession will be defined not by a replacement but a strategic expansion that continues to champion the enduring value of human connection.
I attended a PR industry event recently, where one of the speakers gave a compelling argument for PR agencies to rebrand as GEO (generative engine optimisation) or LLM (large language model) influence agencies.
It’s a thought-provoking premise, and it’s rooted in the fact that AI tools are fast becoming the new gatekeepers of information. It’s no longer enough for your brand to simply appear on the first page of search results; you’ve got to be the one brand mentioned in the AI Overview, or in the response from ChatGPT.
Meet your newest stakeholder: AI
This technological shift has given rise to the new discipline of GEO – shaping AI-generated answers. The work requires building a brand’s digital authority through two distinct but connected assets: establishing its own website as the definitive ‘single source of truth’ and then weaving a powerful ‘web of trust’ around it. This web is formed by securing credible, third-party validation from across the internet – from authoritative media coverage and mentions on conference agendas to positive reviews and active discussion in industry forums.
This entire process – fortifying the ‘single source of truth’ and weaving the ‘web of trust’ – is, in essence, what we’ve been doing in public relations for years. We are simply looking at it through a new AI lens, designing strategies that communicate effectively not only with people, but with LLMs as a new type of stakeholder.
People still buy from people
It’s easy to see the strategic appeal of branding a PR agency around this single capability to tackle one of the biggest challenges impacting the future of communication. However, LLMs are just one audience and as important as it is, we believe there will always be more to PR than influencing algorithms, because people will remain the ultimate decision-makers.
AI can compare specs for an earthmoving contractor looking to invest in new articulated haulers, for example, but the final decision will still be based on factors beyond the data: the longstanding relationship with the equipment dealer, the trust built through years of reliable aftermarket support, the feedback from the operators about the comfort and feel of the cab, and recommendations from industry peers.
Moreover, as digital communication channels become increasingly saturated and AI-generated content ubiquitous, authentic face-to-face communication – including at events, exhibitions, and conferences – becomes more important than ever before. AI cannot replace the relationships, trust and memorable experiences built through direct, in-person engagement. Simply put, humans are social beings.
An expanded mandate, not a new name
The future of public relations, then, is not a wholesale replacement by GEO agencies, rather an expansion of our scope. The job remains the same: to build relationships and influence the ‘publics’ that matter to a brand. The only change is that this ‘public’ now includes both people and the AI tools that inform them.
The most successful communicators will be the ones who master both sides of the equation. They will use GEO and AI-driven insights to manage a brand’s reputation and visibility with the ‘machine audience’, while simultaneously doubling down on the high-value people-centric strategies – such as live events and face-to-face media relations – that build the emotional connection and trust that AI will never replicate.
The evolution from traditional PR to a holistic strategy that influences both people and AI is a significant challenge and a major opportunity. If you would like to discuss how these trends impact your business and how a modern communications strategy can drive tangible results, our team is ready to talk. Schedule your complimentary consultation.
Hannah Kitchener
Associate Director
About the author
Hannah is an associate director in the UK, leading strategic campaigns for industrial clients across the EMEA region. A professionally qualified journalist (NCTJ), she combines specialist sectoral knowledge in construction, energy, and materials handling with a strong network of trade media contacts to secure valuable coverage. Her expertise in inter-cultural communication, honed by degrees in modern languages and translation, is key to executing campaigns that succeed across diverse European markets.
