Generative Engine Optimisation (GEO) is the practice of optimising digital content so it is cited, summarised, or referenced within answers generated by AI-powered search engines like ChatGPT, Google’s AI Overviews, Gemini, Perplexity, and Copilot. Unlike traditional SEO, which focuses on ranking in search engine results pages, GEO ensures your brand appears inside the AI-generated response itself.

GEO involves:

• Structuring content for large language models (LLMs)

• Ensuring factual accuracy and semantic clarity

• Building brand authority across trusted sources

GEO complements SEO but shifts the focus from ranking for clicks to being the trusted source AI engines use to answer questions.

This is a new industry that is still figuring itself out. Same experts say GEO, AEO and AI SEO are the exact same thing. Others argue there are key differences between each term. As this industry matures, we believe a front runner name will take over and become popularised.

In the end, it’s all about what you can do to influence what shows up in AI answers.

There are currently more than 2.5 billion AI queries per day to Chat GPT alone. Pead research shows that nearly half (48.40%) of New Zealanders under 45 already use AI tools when researching a business, product or service. A third of this group have changed their opinion of a business based on the information provided by an AI tool.

If brands aren’t approaching GEO with purpose, they’re missing out on a way to connect and influence their consumers and stakeholders.

Pead's GEO / AEO specialists, spearheaded by Jack Wheeler, can help you build an action plan for AI success. We can support with GEO / AEO advisory work, audits, workshops and strategies.  

As communications experts, we’re focused on the latest trends, especially if they’re linked to how people are consuming information. Generative engine optimisation (GEO) / answer engine optimisation (AEO) is focused on positioning owned and external content, these are areas we’ve specialised in for 25 years.

Pead’s team specialising in GEO and AEO is spearheaded by Pead Partner Jack Wheeler. He has been following this emerging industry since its inception and is keeping across the latest developments.

Public relations is all about how the public perceives your brand. With more people turning to AI platforms to get answers to their questions, this is a growing channel of influence which is central to a strong PR and communications strategy.

Media relations, which has long been as the centre of PR, is also a regularly cited medium. PR experts are perfectly positioned to help you thrive with GEO / AEO.

PR plays a pivotal role in GEO by:

• Securing earned media in trusted publications, which AI engines prioritise for citations.

• Building brand authority through thought leadership and consistent messaging.

• Creating structured content (e.g., press releases with schema markup) that AI can easily parse.

• Amplifying mentions across third-party platforms, increasing AI visibility.

• Aligning PR and SEO teams to ensure cohesive messaging across earned, owned, and AI channels.

PR professionals are uniquely positioned to lead GEO efforts due to their expertise in narrative control and media placement.