AI isn’t coming; it’s already rewriting the rules of content visibility, influence and strategy. Is your communications strategy ready for it?
Earlier this summer, V2 Communications convened visionary clients, PR pros, influential journalists and brand strategists for its first-ever V2 Live: Communications Leaders’ Summit. The room buzzed with bold conversations on generative AI, the future of media and people-first storytelling. Attendees asked thought-provoking questions, sparked new ideas and traded insights with both peers and experts shaping the industry. It was a day of connection, insight and inspiration for a passionate group of communications leaders.
Two standout sessions, the Generative Engine Optimization (GEO) panel and interactive AI tools workshop, laid out a new reality for communicators; we must not only adopt AI tools but fundamentally rethink how content is created, structured and discovered.
The Shift from SEO to GEO
Traditional search engines, like Google, are no longer the only tool that brands must influence to tell their story accurately and effectively. As of July 2025, ChatGPT had become the fifth most-visited website globally, just behind Google, stressing its growing role as a go-to source for information. This shift signals a drastic change in how users seek content and, in turn, how brands approach their discoverability.
Panelists Brittany Brady (Notified) and Mark Goloboy (Market Growth Consulting) underscored how AI tools like ChatGPT are influencing brand visibility. Because these tools do not search the same way humans do – they predict and generate responses based on patterns – brands must now shape content that anticipates and answers natural language prompts.
The panelists shared several ways to make your content GEO-Optimized. Here are five that stand out:
- Use Q&A formats in content (such as press releases) that mimic how people naturally ask questions
- Publish on crawlable platforms; AI cannot “see” gated or private content behind paywalls or that requires a login
- Write clearly and conversationally, with structured headers and simple phrasing
- Correct misinformation proactively through owned, earned and paid efforts
- Monitor how your brand shows up in AI-generated content and adjust your strategy accordingly
V2 will soon publish a comprehensive GEO report that explores emerging best practices and strategic frameworks to help brands enhance discoverability and adjust communications strategies in AI-driven environments. Stay tuned for its release.
AI is a Helpful Tool, Not a Threat
In a hands-on workshop, Paul Baier (GAI Insights) reframed AI from a disruptor in our work to an opportunity. His message underscored that the most successful communicators will be the ones who strategically partner with AI to augment human insight.
AI can now:
- Surface trends and research in seconds
- Analyze audience behaviors and sentiment in real-time
- Generate creative assets, such as images and video
But human communicators still bring what AI cannot: context, judgment, nuance and emotion. Baier encouraged attendees to shift their fear of the technology to experimentation, reminding the room that AI is only as strong as the prompts and guidance we provide.
The Heart of PR Still Holds True
While AI is evolving, storytelling has never been more important. Audiences still crave relevance, trust and a clear narrative. What’s different now is that AI is a new audience member of that narrative.
Comms professionals must learn to write not only for humans but also for the algorithms that influence human perception. If a prospect or journalist asks ChatGPT about your company, will the answer accurately reflect your brand, or will AI be relying on outdated or incorrect information? The winning formula to master this shift is clarity + creativity + crawlability. In short, tell great stories and make sure AI can find them.
The insights shared here reinforce the need for communicators to lead with curiosity, agility and a strategic embrace of emerging tools like AI. By understanding how AI interprets and amplifies content, PR and marketing professionals can position their brands for greater relevance and impact.
If you’d like to learn more about how V2 can help your brand evolve alongside AI and GEO, reach out to [email protected].