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For years, search engine optimization (SEO) has been the key to increasing the authority and visibility of brands. Today, new forms of search optimization are gaining traction: artificial intelligence optimization (AIO), answer engine optimization (AEO), and generative engine optimization (GEO).

As AI platforms such as ChatGPT, Perplexity, Claude, and Google Gemini gain wider adoption, both professionals and consumers increasingly rely on them to answer important questions. Whether users are asking for an itinerary for their next trip or searching for the best software for a specific business task, AI platforms deliver answers quickly and in an easy-to-understand format.

So what does that mean for public relations, marketing, and communications overall?

It all comes back to the sources being leveraged by these platforms.

What Research Shows

In a report entitled “What Is AI Reading?”, MuckRack found that over 95% of links cited by AI platforms are from non-paid media such as corporate websites or blog content, government or nonprofit content, and more. It also noted that 27% of links cited by these platforms were journalistic.

These statistics prompted us to dig even deeper into how these AI platforms cited their answers to various questions.

Here’s what we found:

• Corporate-Owned Content Is the Most Frequently Referenced Source: Company websites and blogs are almost always listed as top sources for platforms like Perplexity and Google Gemini. This is especially true in the B2B or enterprise technology space, likely due to the fact that many corporate channels are already following SEO best practices – the simpler the headline of the blog or website page, the better it will rank.
• Media Articles Frequently Appear Among the Listed Sources: In our searches across various AI platforms, we consistently found at least one media article among the top 10 sources listed, spanning both high-profile mainstream outlets (e.g., Yahoo Finance, TechRadar, Forbes) and more niche, industry-specific publications (e.g., Utility Dive for the data center and power industries, and KM World for the enterprise technology space). This is likely because media outlets are often treated as trusted sources with strong domain authority, and their articles – particularly headlines – are optimized around specific, easily searchable topics.
• YouTube, LinkedIn, and Reddit Rank Among the Top-Performing Sources: Marketing and communication professionals have known for years that social media platforms are dominant in reaching audiences. So, it isn’t a shock that platforms like YouTube, LinkedIn, Reddit, Facebook, and Instagram appear in AI-generated search results. Their domain authorities are also very high, presenting them as authoritative sources.

What This Means for Communications and Marketing Professionals (and Companies)

Elon University’s Imagining the Digital Future Center reported earlier this year that more than 50% of U.S. adults are using AI platforms.

For communications and marketing teams, the use of AI for search means companies need to prioritize AIO, AEO, and GEO optimization in their strategy to enhance their visibility and strengthen their brand authority.

Below are a few tips on what you can do to start increasing your visibility to these new search engines:

• Strengthen Blog and Website Content: Many companies already have great content on their sites. However, they must ask themselves if that content is optimized for searchability. More often than not, when people search for consumer products or enterprise software, they don’t type out a detailed 50-100-word query or prompt in an AI platform. Instead, they usually seek out the “top” or the “best” in something or ask simple questions like “What is [insert any relevant term]?”Organizations should update their existing content as well as produce new content that addresses the most common ways customers search for information. This includes creating simple headlines for blog posts or pages, using top keywords in headlines, and including links to relevant sources like company-produced reports, analyst research, or academic articles.
• Evaluate Top Media Targets for PR Programs: Communications professionals already understand which media outlets are most searchable on search engines like Google. Most of these outlets are favored by AI platforms as well, but it’s important to have the right mix of outlets. Targeting trade media remains important, especially in highly specialized industries like manufacturing, supply chain, and healthcare, but some outlets tend to perform better overall. According to MuckRack, outlets like the Associated Press, Reuters, and Financial Times are among the top sources across multiple AI platforms. This further emphasizes the importance of creating targeted, compelling pitches, news, or research that will help gain the attention of the journalists at those top-ranking outlets.
• Level Up Video and Social Content: Consistently posting engaging content on YouTube and other social media channels, like LinkedIn and Instagram, should be a priority in marketing and communications plans. If companies are creating content for their sites, that should be amplified through short explainer videos, webinars, or how-tos, as well as promoted via social posts – both short and long-form (primarily for LinkedIn). This approach allows organizations to create more touchpoints for AI platforms to reference when providing sources to people inquiring about certain topics. It’s also important to incorporate relevant keywords when crafting headlines, abstracts, and call-to-action posts to maximize visibility and relevance.

AIO, AEO, and GEO Can’t Wait

AI engines have already transformed how people search for information, whether they are consumers, IT professionals, or CXOs. Prioritizing AIO, AEO, and GEO cannot wait until next month or later in the year.

Communications professionals can quickly adapt to this new priority by optimizing their content, ensuring their PR programs include key media outlets, and making their social media content as strong as possible.

Taking steps to address these areas will help ensure brand visibility and authority as AI search engines become increasingly popular and influential.

To learn more about how Zer0 to 5ive can help your company enhance its AIO, AEO, and GEO, drop us a line.