PR & Marketing Manager’s Guide to GEO, LLMs and AI bots
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Your web analytics may already be showing a dip in traffic as AI tools like ChatGPT deliver synthesised answers instead of directing users to your site.
You may also have limited visibility into what AI platforms are saying about your company.
One of the most important and uncomfortable aspects of GEO is the lack of a single, consistent version of your brand inside AI. LLMs generate responses probabilistically. The same question can produce different answers depending on the user’s location, exact query phrasing, context and intent, model updates, and training data.
Visibility in AI is Not Fixed
This means brand visibility in AI is not fixed. It is dynamic and variable. In practice, this creates a new challenge: you cannot “rank” in the traditional sense. You can only increase the probability of being cited and represented accurately.
Current research suggests AI responses are largely shaped by trusted, high-authority third-party content. In many ways, this reflects what PR has always aimed to do, securing meaningful coverage in the right publications and reaching the right audiences.
However, as the landscape evolves, it is important to recognise that not all third-party endorsement carries equal weight. High-quality validation through respected media, analyst reports, credible review platforms, and well-maintained reference sites like Wikipedia tends to have the greatest influence.
Independent Research
The TechComms team, along with our partner agencies in the Collectivist network, have shared, reviewed, and analysed dozens of research papers, academic studies, and independent reports from around the world. Combined with our own experiences, this has informed a comprehensive guide to understanding LLMs, AI assistants, and chatbots.
If you’re a marketing or PR manager, CMO, or CEO looking to understand how PR can influence LLMs, AI assistants, and chatbots, this guide is for you.
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