If you work in PR and comms, you’ve probably noticed the conversation shifting from “how do we get coverage?” to “how do we get cited by AI?” Much like SEO, GEO (generative engine optimisation) is always changing, and anyone who tells you it’s an exact science is overselling. But there are patterns we can act on, and we’re putting them into practice with clients from Pernod Ricard to FatFace.

One shift matters especially for PR: journalists are being pushed to make their content more likely to be cited by AI, so the information we send them needs to be structured in the same way, without becoming generic.

1. Consistency is key

AI tools look for the same description of your brand and products across the web, from Instagram to retailers. When auditing a new client, we check that messaging, product details and key facts match everywhere, including in the coverage we secure.

2. Know where AI tools actually look

AI recommendations draw on existing web sources, but which ones matter most differs by platform. Community discussion, reviews and video are now part of PR, not just press coverage. Treat these figures as a guide, not a global market-share estimate, as they shift.

• ChatGPT leans on Reddit (16.8%), Wikipedia (7%), Forbes, Healthline, YouTube and review sites like Trustpilot and Tripadvisor.

• Google AI Overviews lean on YouTube (22.9%), Reddit (18.5%), Facebook, Instagram and Quora.

3. Traditional SEO still feeds AI visibility

Semrush found a strong correlation between domains ranking in Google’s top 10 and those cited by AI tools. AI search builds on existing SEO and PR work rather than replacing it, so don’t abandon the fundamentals.

4. Create content that’s easy to cite

Original, human material is easier for AI to reuse and for journalists to reference. Think about:

• Real taste tests, trials and comparisons

• Expert voices

• Original photography

• Customer research and survey data

• Useful tools, such as recipes

• Ownable information and opinions

5. AI doesn’t love AI content

AI-generated content tends to be generic and opinion-free, so it’s cited less often than original human answers. However, AI often cites content that contains everything it would put in its own answer, so be clear, complete and avoid jargon. We use AI to research, but draft with real human voice, expertise, opinion and lived experience. That final layer makes content worth citing.

6. Show who’s behind the content

Named experts, credentials and clear contact details help AI tools judge whether a source is legitimate. That’s good news for campaigns built around real people with real expertise, which is what good PR has always done.

What this means for your brand

GEO will keep evolving, and we’ll keep testing. The fundamentals are reassuringly familiar: be consistent, credible and clear, and give people (and AI) something genuinely worth citing.

Want to know how PR can help you show up in AI search? Get in touch at info@instinct-pr.com