SERVICES | AI GEO Optimization
AI Search Visibility
Using PR and earned media to help companies become more visible in AI search.
Your customers aren’t just using Google anymore. They’re asking ChatGPT, Gemini, Perplexity and other AI tools about companies, products and industries, and the answers they get are increasingly shaped by credible third-party sources, including earned media.
At Keeton PR, we’re studying that connection closely.
Our proprietary Unprompted software monitors our clients’ visibility in AI search and shows us the sources and citations behind those results. We can see how your company appears in AI-generated answers, which sources shape those answers and which outlets can improve your visibility.
We use those insights to guide PR strategy, identifying the publications, topics and content opportunities that build authority in AI search.
Earned media can influence what AI knows about your company.
Traditional PR has always been about building credibility and visibility with the people who matter to your business. Now there’s another audience to consider: the AI platforms your customers are using to find information.
AI-generated answers are informed by sources across the web — and earned media can be an important part of that ecosystem.
Earned media matters most for what AI doesn’t know yet — a new company, product, rebrand or initiative. For established names, AI assistants mostly answer from what they already know. For anything new, they rely on what they find while answering. That’s where PR makes the biggest difference.
That’s why we don’t approach Generative Engine Optimization (GEO) or Answer Engine Optimization (AEO) as simply an SEO exercise. We look at it through the lens of PR.
- Which sources are influencing AI answers in your category?
- Which publications are being cited?
- Where are your competitors showing up that you aren’t?
- What topics does your company have the authority to own?
- And where could earned media make a difference?
Those are questions Unprompted helps us answer — and that intelligence helps us build smarter PR programs.
Sometimes the fix is a placement. Sometimes it’s your own product page. We’ll tell you which.
See what’s influencing your AI visibility.
With Unprompted, we can analyze:
- AI search visibility: How often does your company appear in answers to the questions your customers are asking?
- AI share of voice: How does your visibility compare with your competitors?
- AI citations: Which sources are AI platforms using to answer those questions?
- Earned media influence: Which publications and media outlets are showing up in AI-generated answers in your category?
- PR opportunities: Where could media coverage, thought leadership or other authoritative content strengthen your presence?
- Content gaps: What topics and questions present opportunities for your company to build greater authority?
Turn AI search insights into PR strategy.
The goal isn’t simply to produce a report. It’s to use what we learn.
We combine Unprompted’s AI visibility data with decades of PR experience to help clients determine where they need to show up, what they need to talk about and which media outlets and other authoritative sources matter most.
That can inform everything from proactive media relations and thought leadership to contributed content, executive positioning and your own website content.
We’re not trying to game an algorithm. We’re helping companies build credible, authoritative visibility in the places that influence both people and AI.
Questions we hear about AI visibility
Can one great article change what AI says about us?
Rarely on its own. AI assistants are far more consistent about which companies they name than about which sources they cite, so a single placement tends to come and go. Steady coverage in the outlets AI actually draws on is what shifts the answer over time.
If AI cites our website, doesn’t that mean we’re visible?
Not necessarily. We regularly see AI assistants cite a company’s own website and still leave it out of the answer — especially when the company is less familiar to the AI. Being found is the first step; being named usually takes corroboration from sources the AI already trusts.
Do review sites and Reddit matter?
For B2B companies, less than you might think. AI assistants read Reddit constantly, but in B2B categories they rarely cite it — or review sites — as the source for an answer. Trade publications, industry associations and companies’ own websites do far more of that work.
Why does AI give different answers from one day to the next?
Because answers vary — sometimes within the same hour. That’s why a single screenshot doesn’t tell you much. Unprompted asks the same questions across multiple AI assistants every month and looks for the patterns that hold up.
How long does it take for new media coverage to show up in AI search results?
Often faster than you might expect — we’ve seen new coverage appear in AI answers within a few weeks. Older stories don’t disappear, though. New coverage tends to add to what AI says rather than replace it.
Want to know how your company shows up in AI search?
We can show you — and help you understand what you can do about it.