What communicators are changing for AI search

The PR industry is undergoing a significant transformation as it adapts to the rise of AI search and the increasing influence of large language models (LLMs) in the information ecosystem. The focus is shifting from traditional search engine optimization (SEO) and human-centric content to optimizing for GEO, or Generative Optimization, which targets LLMs. This shift is driving professionals to rethink their strategies and hone new skills to ensure their clients' content resonates with AI systems and ultimately reaches the desired audience.

One of the most notable changes in the PR industry is the growing importance of LinkedIn. As AI chatbots increasingly cite LinkedIn as a source, companies and their leaders must prioritize their presence and content on the platform. Sarah Bertness Glawe, VP of digital strategy at Powell Communications, emphasizes the need to invest in LinkedIn. "Three words: investing in LinkedIn," she says. "The latest data shows LinkedIn is the second most-cited source across multiple AI chatbots. This means our clients' company and leader LinkedIn profiles and content are more critical vehicles than ever to shape their comms for GEO success."

Another key adaptation is the creation of well-structured, data-driven content that is easily digestible by AI systems. Allison Wilson, a communications consultant, explains that they have started crafting original research with clear, numbered statistics, FAQ-style findings, and short, declarative summaries at the top. "If you own the data but bury it in dense paragraphs, you're still invisible," she warns. "The goal is to make sure the information is easily extractable and understandable by AI engines."

Understanding visibility and comprehension is also becoming a priority. Nikki Festa O'Brien, CEO of Greenough Communications, notes that the industry has shifted from writing for clicks to writing for comprehension. This means structuring content so that the answer is explicit and not buried within the text. Clear definitions, direct takeaways, and language that mirrors how people ask questions are now essential. "If an AI can't summarize your point in a sentence, neither can your audience," she highlights.

Joseph J. Nuñez, senior director, global communications, at Smartly, is taking a continuous look at which publications, outlets, and channels the LLMs are citing. This approach allows him to better understand which platforms and content formats are most effective in reaching the target audience through AI search.

As the PR industry adapts to these changes, professionals are recognizing the need to develop new skills and strategies. The focus on GEO and LLM optimization requires a deep understanding of how AI systems process and present information. By prioritizing LinkedIn, creating well-structured data-driven content, and writing for comprehension, PR professionals are positioning themselves and their clients to succeed in an AI-driven information ecosystem. The transformation may be challenging, but the potential rewards—in terms of earned media and elevated professional skills—are significant and could redefine the industry for years to come.