What do you need to do to make sure your brand is AI-ready?

"With Google's AI summaries, Gemini, and tools such as ChatGPT providing information instantly, research has found that around 60% of searches now end before a click. Visibility is no longer solely about position on a search page, but about being embedded in the answer itself. This is where generative engine optimization (GEO) and language engine optimization (LEO) come into play. Brands must be credible, quotable, and trusted by the AI systems curating those answers."

"That trust and the future of discoverability lie in the integration of disciplines: PR to build authority, digital marketing to amplify reach, content to convey expertise, and technical optimization to make it all machine-readable. Firstly, brands must create content that is original, insight-rich, and clearly attributable to their organization. It's about structuring and surfacing content in ways that make it consumable and trustworthy when large language models (LLMs) generate responses. This includes question-based content, expert insights, clear formatting, and context-rich material."

With Google's AI summaries, Gemini and tools like ChatGPT providing instant answers, around 60% of searches now end before a click. Visibility depends on being embedded in AI-generated answers rather than ranking position. Generative engine optimization (GEO) and language engine optimization (LEO) focus on credibility, quotability and trust with AI systems. Trust and discoverability require integrating PR to build authority, digital marketing to amplify reach, content to convey expertise and technical optimization to make information machine-readable. Brands must produce original, insight-rich, clearly attributable content structured for consumption by LLMs, including question-based content, expert insights, clear formatting and context-rich material. Earned media from respected outlets increases the likelihood of being surfaced by AI systems.

Read at The Drum