Winning attention and establishing authority as a brand is about ensuring your brand resonates with the algorithms that power large language models (LLMs)-the backbone of generative AI (GenAI) engines such as ChatGPT, Gemini, Copilot or DeepSeek. A Forrester Buyers' Journey Survey revealed that a vast majority of B2B buyers have begun using GenAI- as many as 89%. This once-emergent technology is quickly becoming mainstream, being utilized at every stage of the buying process.
As internet searches evolve toward AI-generated responses, gaining visibility in results through generative engine optimization is becoming essential. Much like traditional SEO, success with GEO depends on creating content that resonates with both audiences and algorithms-and it starts with credibility built through earned media. Mentions in reputable outlets that are structured, quotable, and clearly attributed have a higher chance of appearing in AI snippets, making them a powerful way for brands to stand out.