What it means to be an AI-forward PR agency

PR is changing, and fast too. Generative AI has rewritten how people find, consume, and trust information. For organisations and their leaders, this isn’t a fringe trend. It’s a fundamental shift in how influence works.

Being an AI forward PR agency means understanding that your visibility isn’t just about headlines or search rankings anymore. It’s about how AI sees you and recommends you.

From SEO to GEO: Generative Engine Optimisation

Google’s not the only gatekeeper now.

People are turning to ChatGPT, Perplexity, Gemini and others to research companies, shortlist partners, and stress-test decisions. These tools don’t just serve up links, they generate answers.

So, if you’re not thinking about Generative Engine Optimisation (GEO), you should be asking yourself:

• Where does your brand show up in AI-generated responses?
• Who are you mentioned alongside – is it competitors, partners, thought leaders?
• What sources are shaping the AI’s opinion of you?

GEO is now a core part of digital reputation. If you’re not measuring it, you’re missing critical insight into how your brand is being framed or ignored in this new layer of search.

Strategic content for a machine audience

It’s not just about having good content. It’s about having content that AI can see, understand and use.

Being AI-forward means getting strategic about:

• Where content lives – relevant domains, structured formats, well-cited sources
  
• How it’s written – with clarity, depth, and context LLMs can latch onto
  
• Why it exists – to build credibility in the eyes of both humans and machines

This isn’t about tricking the algorithm. It’s about teaching the model who you are and why you matter.

Staying close to the tech

Generative AI is evolving at speed. New tools, new capabilities, new players. And with every shift, the rules of visibility and influence change too.

An AI-forward agency is always watching what’s next:

• What new AI tools are shaping comms, content, and discovery?
  
• Where are media and social media platforms heading as they respond to AI disruption?
  
• What partnerships, monetisation strategies, or integrations matter for our clients?

If your PR strategy doesn’t flex with the tech, it’s outdated before it launches.

Tools that actually help

We use AI all the time, to brainstorm, to research, to sharpen… the list is long! But not everything needs automating.

Being AI-forward means knowing:

• When AI speeds us up
  
• When it makes work better
  
• And when it’s just noise we can ignore

We don’t chase shiny objects. We look for what has the greatest impact. 

In a nutshell…

To be AI-forward is to understand that the landscape of influence has changed. It means helping clients not just get media results, but shape how AI describes them because that’s what’s shaping reputations.

It’s strategy, content, technology, and experimentation working together to keep you relevant in a world where AI is the new front page.

We’re here for it.