We are seeing more companies seeking PR that enhances their visibility in AI services such as ChatGPT, Claude, and Gemini.
This trend is driven by the fact that customers are increasingly using AI to research markets, compare solutions, and find suppliers. In this context, the results are shaped not only by companies’ own websites, but also, to a large extent, by media outlets, reviews, customer case studies, and other external sources.
A study of 167,551 source references in AI-generated responses about companies showed that 85.7 percent of the references led to third-party sites. Only 14.3 percent linked to the companies’ own domains. The study covered 128 brands, 12 markets, and 13 languages.
This has given rise to a new discipline: LLM-PR.
The goal is to strengthen the digital traces that AI services use to understand a business, categorize it, and assess whether it is worth recommending.
GEO is SEO for AI-powered answers, and PR plays a key role
This work is often referred to as GEO, or Generative Engine Optimization. While SEO focuses on visibility in traditional search engines, GEO is about visibility in AI-generated responses.
This field is also referred to as AI visibility, AEO, and LLM optimization.
A typical question for an AI service might be:
- Which European cloud providers can store data in the EU and meet the requirements of a regulated industry?
- Which suppliers can help store excess energy and reduce electricity costs?
- Which IoT providers can connect and manage devices across multiple countries?
- Which companies can help restore operations quickly after a ransomware attack?
To appear in those types of search results, the company must be easy to find, understand, and categorize correctly.
Be specific: AI uses concrete information, not clichés
Many companies describe themselves as leading, innovative, or future-proof, and as delivering quality with a high degree of integrity. That doesn’t tell customers or AI services much of anything.
A concrete description is more useful:
The company provides European cloud infrastructure to software companies and public organizations. Customer data is stored in data centers within the EU.
This description explains the service, the target audience, and the geographic scope. It can be understood, compared, and reproduced.
The same applies to press coverage. Articles containing specific information about technology, customers, markets, and documented results are more valuable than broad claims.
Good GEO therefore begins with classic journalistic discipline: clear wording, accurate facts, and documentation.
External sources can strengthen a company’s position and recommendations
A company’s own description carries more weight when it is corroborated by credible external sources. These may include news media, trade publications, customer case studies, industry organizations, certifications, expert evaluations, and awards.
For example, if a company states that its technology reduces energy consumption, that claim carries more weight when its PR efforts translate the supporting documentation into press coverage, customer case studies, and expert sources that AI services can find and utilize.
That type of coverage can also be significant when a user asks an AI service for the best, most trustworthy, or most experienced providers. In a Danish context, this could include coverage in Børsen’s “Sustainable Cases,” EY’s “Entrepreneur of the Year,” Berlingske’s “Talent 100,” or case studies and awards from organizations such as the Confederation of Danish Industry.
These sources are particularly valuable because they come from credible sources and are often publicly available. As a result, AI services can easily find and use them to support the company’s position, achievements, or expertise.
The paywall changes the value of the media mix
Coverage in major business media outlets can carry a high degree of credibility and be of great value to decision-makers. However, from an AI perspective, machine access to articles behind paywalls is more uncertain.
An AI service may only be able to access the headline, lead, and metadata. The full article may be unavailable, even though parts of the content may still appear in search indexes, citations, or agreements between media outlets and AI providers.
An article behind a paywall is therefore not worthless. It’s just not necessarily as easy to use as a freely available article.
This argues for a broader media mix.
A major business publication can enhance a company’s reputation. An open, specialized publication can explain the technology more accurately. A customer case study or an external evaluation can document the results.
Smaller trade publications can therefore have greater strategic value when working with GEO. They often provide more space for detailed descriptions of technology, applications, and impact.
Is it possible to measure your visibility in AI responses?
Yes, but the measurement is still in its early stages.
Tools like Ahrefs and Semrush can show mentions, sources, and what’s known as AI Share of Voice. They work best for large brands that appear in many broad search queries.
Specialized B2B companies often produce less useful results. An empty dashboard, therefore, does not necessarily mean that the company is invisible.
It could also mean that the relevant questions are not in the tool’s database, that Danish is poorly covered, or that the brand appears only in a narrow range of queries.
The most accurate method today is to combine these tools with a standard manual test.
Select up to 20 questions that customers, investors, or journalists might realistically ask. Test them in Danish and English using tools such as ChatGPT, Claude, and Gemini, and repeat the test at regular intervals.
Make a general note of whether the company is mentioned or recommended, whether the description is accurate, and what sources the AI service uses to generate its response.
It doesn’t provide a definitive answer. But it establishes a baseline against which the company can compare its results after three or six months.
PR Becomes Part of a Company’s AI Visibility
When customers use AI to find and evaluate suppliers, the company’s digital reputation becomes part of the answer.
Here, press coverage, trade media, customer case studies, reviews, and external evaluations take on a new role. They help AI services understand, categorize, and validate the company’s position.
This places stricter demands on public relations work.
The company must be described in concrete terms. The key facts must be consistent. The documentation must be accessible. And external sources must support the claims with which the company wishes to be associated.
Good GEO therefore starts with good PR and good journalism: clear categories, specific information, and credible sources.
Do you want to increase your chances of being mentioned in AI responses?
Kemp & Kjær helps companies make their positioning, documentation, and press coverage easier for AI services to find and understand.
Contact us at info@kempkjaer.dk or +45 7060 5079 for a brief assessment of how well your company is represented in AI responses and where you can effectively increase your visibility.
