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If you’re exploring how AI can transform communications, you’ve probably noticed the jargon multiplying faster than what’s trending on TikTok. From SEO to GEO to AEO, the acronyms can feel overwhelming; but understanding them is critical for PR professionals who want their content to stay visible in an AI-driven world.
As AI reshapes how information is found and reused, the challenge becomes knowing what they actually mean for our day-to-day work.
Let’s break it down and look at why this matters for the future of PR.
People aren’t just Googling anymore, they’re asking AI for answers. According to a survey by Leger, AI use is surging, with nearly half of Canadians (47%) reporting they’ve used AI tools. Tools like ChatGPT, Claude, Copilot, Perplexity and others are becoming the first stop for information. That means the way we optimize content must evolve beyond traditional search engines.
Think of it like building a team: SEO, GEO, and AEO all complement each other. The brands winning today are blending all these strategies into one smart approach.
Understanding key acronyms:
The original playbook for ranking on search engines like Google. SEO ensures your content appears on search results pages when someone types a query. Still essential, but no longer the whole story. SEO’s goal is to increase your ranking and clicks by ranking you high in search engines.
The next evolution in search, GEO focuses on making content more AI-friendly and visible so that AI platforms can easily cite that content in generated responses. With GEO, the goal is to be the source of information that AI retrieves and chooses to reference or summarize.
AEO focuses on structuring content so that AI engines can use that content in direct response to user queries. If GEO is focused on getting content retrieved, cited or used as trusted source material inside an AI-generated response, AEO is about shaping content so that it becomes the answer to questions on AI platforms.
Visibility is everything. If your brand’s content isn’t optimized for AI, it risks disappearing from the conversation. PR professionals need to think beyond what shows up first on Google and think about how content can be included in trusted sources that are then cited in AI platforms.
The future of PR isn’t about choosing one approach; it’s about integrating all of them. Agencies leading the way in 2026 and beyond will be those that understand how AI search changes the rules and adapt accordingly.
There’s a lot being said about AEO and GEO right now, and it can be overwhelming to know where to start. Many of our clients are coming to us with the same question: “Where do we even start?”
The answer is less about chasing AI and more about sharpening the fundamentals. Increasing AI visibility doesn't happen overnight, but it starts with intention and some fundamentals that can be tested and measured. And while strategies around AI are constantly evolving, here are a few basic steps to keep in mind:
GEO is built on consistency and credibility over time. Maintaining strong messaging across channels, creating credible and structured data in materials and visibility in trusted media are all signals to generative engines that your organization is a reliable source.
A clear communications strategy, reinforced through earned, owned and thought leadership is all part of shaping how your brand shows up in AI platforms.
An “AEO mindset” prioritizes content with concise, conversational language that leads with direct answers that can be used in AI-generated summaries. Structured formatting including headlines, bullets, and FAQs makes it easier for AI platforms to parse and extract relevant information.
AI visibility isn't measured in reach and impressions. Understand how changing your communications approach can impact how and when your brand is cited on AI platforms. Measure citations and track what sources are being used to surface information about your brand, competitors, and your industry. Evaluate information accuracy and how AI-generated responses align with your brand values and key messaging.
There is no single formula for AEO or GEO. Experimenting can help you understand which formats, structures, and signals AI systems are most likely to surface, cite, or elevate as direct responses. By testing and iterating, you can quickly learn what actually improves AI visibility and double down on tactics that deliver the strongest impact.
As AI keeps changing the way we get information and interact with the world, PR professionals have a real opportunity to guide how brands appear in generative search and AI platforms. By staying curious, experimenting with evolving GEO and AEO strategies, and cutting through the jargon, communicators can make sure their stories stay visible where audiences are paying attention.