Ireland is already one of the world’s leading markets for AI use. Microsoft’s Global AI Diffusion Report, published in September 2026, estimates that 49.9% of Ireland’s working-age population used generative AI in the second quarter of 2026, placing Ireland third globally and first in Europe.
For Irish organisations, this raises a practical question: when someone asks AI about your industry, service or expertise, does your organisation appear—and how is it described?
Generative Engine Optimisation (GEO) is becoming an important consideration for communications teams as they plan for visibility in 2027. It brings media relations, reputation and digital content into the same conversation.
I explored these issues with Stephen Wilson Downey of Spéire and Judie Russell of The Vid Academy at a session hosted by Spéire. You can watch the recording here. You can also read the five lessons on GEO below.
1. The question has changed
Organisations have long asked: “What comes up when you Google us?”
Now, they also need to ask: “What does AI say about us?”
AI tools such as ChatGPT, Gemini and Claude offer direct answers to questions about organisations, services and industries. Those answers create another route through which people can discover your organisation and form an impression of it.
Visibility now includes understanding whether you appear in AI-generated responses, whether the information is accurate and which sources shape the answer.
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
Muck Rack’s What Is AI Reading? report, published in May 2026, analysed more than 25 million links cited in responses from ChatGPT, Claude and Gemini. It found that:
- About 99% of cited links came from non-paid sources.
- About 84% came from sources the report categorised as earned media.
- Journalistic sources accounted for approximately 27% of citations.
The report’s definition of earned media is broad, including journalism, academic research, government and NGO sources, encyclopedic sites like Wikipedia, social platforms, and third-party corporate content.
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.
