The future of public relations in a changing world

Around a year ago, generative engine optimisation (GEO) emerged as a new digital marketing discipline surrounded by excitement, uncertainty, and no shortage of bold predictions. Some declared SEO obsolete. Others promised a new generation of optimisation tactics that would unlock AI visibility overnight. Twelve months on, the reality looks rather different. While much remains unknown, one lesson has surprised us more than any other: the organisations succeeding in AI search are often those doing the things good communicators have always done.