The YAP Global team recently attended PRmoment’s Masterclass on The Intersection of PR and GEO, which proved to be one of the more insightful sessions of the year. It made one thing very clear: while everyone has been talking about how “AI will take over,” the transformation is already well underway, and AI-powered tools are already playing a central role in business operations.

Companies are increasingly asking how their brands are being optimised for, and with AI. This is where Generative Engine Optimisation (GEO) becomes a critical tool. GEO is a framework that ensures content is discoverable by large language models (LLMs) and is easily interpreted by both humans and AI systems. Meaning, content strategies and platform design need to account for AI alongside traditional user experience considerations.

Earned and owned media are emerging as some of the most effective ways to optimise visibility and, in turn, improve GEO. They are frequently cited in AI-generated responses and serve as key sources, alongside public forums like Reddit and LinkedIn, and repositories such as Wikipedia.

This shift has important implications for us as professional storytellers. Public relations is no longer just about reaching human audiences; it also requires ensuring that information is discoverable, structured, and interpretable across AI systems.

For communications teams, this means designing strategies that serve multiple audiences simultaneously: journalists, consumers, and AI. It requires structured content, verified data, and an understanding of how information travels through both human and machine-driven platforms. The focus is shifting from narrative alone to narrative optimised for discovery, clarity, and authority.

Here’s our view of what effective PR looks like in an AI-inclusive world:

• Well-structured: so AI systems can clearly interpret context and key claims.
• Explicit: answers the core questions, who, what, why, when, and how, rather than relying on implied context.
• Concise and scannable: with short paragraphs that surface the most important facts quickly.
• Supported by credible third-party evidence, including reputable publications and data sources that AI systems can confidently cite.

Brands and agencies that integrate GEO effectively are positioned to lead in an AI-inclusive world. At YAP Global we are actively helping clients develop communications strategies that resonate with both people and AI models, building credibility and influence across the modern media landscape.

– Alex Revutsky, Mansha Bakshi and Meghna Dembla