I recently joined communications and business leaders at Spéire for a session exploring one of the most important shifts shaping how organisations are discovered online — Generative Engine Optimisation (GEO).
The event, hosted by Spéire, brought together an excellent panel including Stephen Wilson Downey (Spéire), Judie Russell (The Vid Academy) and myself, representing Springboard Communications. Together, we unpacked what GEO means for reputation, visibility, and communications strategy in an AI-driven world.
If you missed it, you can watch the recording here. You can also read the five lessons on GEO below.
1. The question has changed
Not long ago, every organisation asked: “What comes up when you Google us?”
Now, the real question is: “What does AI say about us?”
By 2026, traditional search engine volume will drop 25%, with search marketing losing market share to AI chatbots and other virtual agents, according to Gartner, Inc.
More people are turning to AI tools like ChatGPT, Gemini and Claude for direct answers — and they’re trusting those answers more than traditional search results. That means visibility is no longer about clicks and rankings; it’s about being included in AI-generated responses.
2. GEO: Where Reputation Drives Visibility
Generative Engine Optimisation (GEO) is the new layer of visibility — how AI systems describe your brand when someone asks about your industry, service or expertise.
Unlike SEO, GEO can’t be bought. It’s earned through credibility and consistency. AI determines credibility based on what others are saying about you — the articles, commentary and independent mentions that build your reputation over time.
In essence, GEO is your reputation, reflected back by machines.
3. The data backs it up
The Generative Pulse 2025 report from Muck Rack analysed over a million AI citations and found that:
- More than 95% of cited sources were non-paid.
- Around 90% came from earned media — journalism, trade titles, analysts and NGOs.
- Recency matters most: “yesterday’s article” was the single most common citation date.
The message is clear: if your organisation isn’t being mentioned by credible, independent voices, it’s unlikely to appear in AI-generated answers.
4. Owned and earned work together
While earned media is the leading trust signal, owned content still has a vital role to play. Blogs, reports and research pages act as your organisation’s “source of truth,” helping journalists and analysts tell your story accurately.
When combined, earned content builds reach and credibility, while owned content provides depth and clarity. Together, they form a powerful foundation for discoverability in an AI-driven world.
At Springboard Communications, we see this alignment between PR and digital content as essential for the next era of visibility.
5. Always-on matters
GEO rewards recency and momentum. One-off campaigns or occasional media pushes aren’t enough. Consistent communication — sharing timely insights, responding to current issues, and keeping your experts visible — is now fundamental.
In this new landscape, visibility belongs to those who stay part of the conversation.
Where to start
The first step is simple: find out what AI already says about your organisation.
A GEO footprint analysis reveals which sources are shaping your reputation and where you’re missing from the conversation. From there, you can strengthen your narrative, deepen relationships with journalists, and build a steady rhythm of content and commentary.
GEO puts reputation at the centre of discoverability — and reputation, as always, must be built with purpose.
Our GEO Footprint Audit is available for those looking for AI visibility mapping, source analysis, competitor snapshots, and action plans. Find out more about Generative Engine Optimisation and how you can utilise it to improve your business’s online reputation here or contact us today at hello@springboardcommunications.ie.
