AI is increasingly choosing the winners and losers in search.

Many of us are opting to use AI platforms such as ChatGPT, Gemini, Claude, Copilot and others to help us find the information we need.

Whether we are seeking guidance regarding the latest piece of consumer tech, trying to assemble a shortlist of potential new homes or finding a solicitor or accountant, AI is often the place we turn to for answers.

We have recently been working with a UK and US GEO (Generative Engine Optimisation) agency, who produced an AI Visibility Index for the Top 200 private equity firms in the UK.

Each day for a month, the agency asked 100 questions across six popular AI platforms, collating a total of 19,694 responses. The findings covered four important metrics - Visibility (share of responses as a %), Position (average position in searches), Sentiment (how favourably a firm is mentioned) and, finally, whether a firm’s own web domain is cited.

Twenty firms took 55% of all mentions; 50 of the 200 didn’t show up in a single response.

We are finding a similar trend in the property sector where a key part of our PR and Content Creation work with estate agent clients is helping them gain increased visibility when prospective home buyers and sellers, tenants and landlords are using AI platforms to search.

Having any chance of ‘showing up’ when someone searches for companies in your sector is dependent on you providing AI with 1) proprietary research and data and 2) original commentary. AI is continually hungry for new information.

PR has a big part to play in this new world, working with clients to generate credible news stories, reports, surveys and other content that will interest the media and provide your company with independent editorial coverage online in digital media and across social platforms.

While SEO (Search Engine Optimisation) still has an important role to play, a good GEO strategy (with PR and content creation integral to it) has the potential to deliver faster, more powerful results.

Contact us today to arrange a consultation about a GEO/ PR campaign and how it can help your business ensure it is a winner in the fast-moving world of AI search.