Pead launches GEO service to shape AI brand answers

Pead has launched a service that helps shape how brands appear in responses generated by tools such as ChatGPT, Microsoft Copilot and Google Gemini, as marketers assess generative AI's impact on reputation and customer decision-making.

The Auckland-based communications agency said the new offer covers generative engine optimisation, often shortened to GEO. Some practitioners also use the term answer engine optimisation, or AEO. The work focuses on influencing what generative AI systems present when users ask questions about a business, product or service.

Independent research commissioned by Pead found that 48% of New Zealanders under 45 already use AI tools when researching a business, product or service. It also found that a third of that group had changed their opinion of a business based on information provided by an AI tool.

Brands are already adapting to shifts in search and discovery, historically shaped by search engines and social platforms. Generative AI adds a new interface, where users receive synthesised answers rather than a list of links. This has increased attention on how AI systems select sources, frame information and present citations.

New optimisation field

GEO and AEO are still loosely defined across the industry. They sit alongside established disciplines such as search engine optimisation and online reputation management, but the focus differs because the output is an answer rather than a ranked results page. These systems also draw on a mix of sources, including web pages, news coverage, reference sites and other third-party material.

Jack Wheeler, Partner and GEO / AEO Specialist at Pead, said the work is becoming a priority for communications and marketing teams as AI-driven search grows.

"Like it or not, the reputation of brands and individuals are currently being influenced by the algorithms of ChatGPT, Copilot, Gemini and other generative AI platforms. This should be a core focus for business and marketing leaders. AI's impact on consumers will only continue to grow," Wheeler said.

He said the agency has been applying its learning in client work, and that the mechanisms that shape AI responses can be influenced through specific actions.

"At Pead, we've spent a lot of time learning about GEO / AEO and everything that goes into AI algorithms. AI answers can be influenced if you understand the right levers to pull. We're already working with our clients to change the answers to the questions their key audiences are asking," Wheeler said.

Owned and earned

Pead's approach combines a review of owned channels, such as websites, with a focus on third-party sources that generative AI tools may cite. It pointed to industry research suggesting that close to 90% of citations in AI answers come from third-party online resources. That shifts the emphasis towards material outside a brand's direct control, including media coverage, industry commentary and social platforms.

"The real key to influencing AI answers is getting your brand and key messages represented across a wide range of authoritative outlets including traditional media, social networks, industry platforms and many others. This is an area Pead has excelled at for more than two decades," Wheeler said.

He linked the new offer to Pead's broader service mix, which includes digital work alongside public relations.

"Pead is best known for its PR work, but we've also been building our digital division for the past ten years. Having both communications and technical experts puts us in the best position to achieve GEO / AEO success for our clients," Wheeler said.

Pead said its GEO / AEO service includes audits, workshops and advisory support. It has also produced a downloadable guide aimed at business and marketing leaders.

Corporate affairs group

Alongside the service launch, Pead said it is partnering with the Trans-Tasman Business Circle to establish the Corporate Affairs Circle, a professional community for in-house corporate affairs leaders.

The group plans to run bi-monthly virtual briefings for corporate affairs professionals across New Zealand. Pead said the sessions will include expert speakers and discussion of issues affecting reputation, risk and organisational leadership.

The first session focuses on influencing AI and will be hosted by Wheeler. Participation is free for in-house corporate affairs professionals, but attendance is invitation-only.