The way consumers find information about brands is shifting. For years, communications teams have been told to understand SEO. Now, Answer Engine Optimisation (AEO) is entering the vocabulary as people increasingly turn to generative AI platforms like ChatGPT, Gemini, and Perplexity for answers they once typed into Google.
The distinction matters for PR professionals. Traditional search presents a list of sources and leaves users to decide where to click. Generative AI synthesises information from multiple sources and delivers an answer directly. For brands, it is no longer enough to appear prominently in search results. They need to know whether AI platforms describe them accurately and consider them credible enough to recommend.
Shanker Joyrama, founder and CEO of Orion Digital, spoke about what AEO means for communicators and why earned media could become more valuable in this environment.
From being found to being chosen
Joyrama described the shift in simple terms. "Previously, you'd type a few keywords into Google, browse through several websites and decide which answer was best. Traditional SEO is about helping your website rank higher in those search results to get clicks." Today, many people ask an AI platform a question and expect one clear answer. "Instead of optimising to be one of many results, you're optimising to become the answer AI recommends. It's a shift from being found to being chosen."
The implications extend beyond marketing departments. While AEO has often been discussed as an extension of SEO, its reliance on trusted third-party information means PR and communications teams have a direct stake in the outcome.
Why PR teams own part of the AEO equation
Joyrama called the assumption that AEO is purely a technical or SEO issue "one of the biggest misconceptions." AI does not learn only from websites. It draws from the broader digital ecosystem - credible media coverage, thought leadership, industry publications, and trusted third-party mentions.
"That's why communications teams have become much more important," he said. "Every press release, media interview, executive article or announcement contributes to the digital footprint AI uses to understand your organisation." PR is no longer just about reputation. It is becoming one of the foundations for AI visibility. For professionals looking to build skills in this area, an AI Learning Path for Media Relations Specialists addresses how AI impacts the media relations work that feeds directly into this footprint.
Three factors that determine AI visibility
When someone asks an AI platform about a brand, three things influence whether it appears and how accurately it is described. Consistency: is the brand's story the same across its website, media coverage, and social platforms? Credibility: are trusted third parties talking about the brand, or is it only talking about itself? Clarity: can AI easily understand what the company does, who it serves, and what makes it different?
"Brands often assume it's about trying to trick AI. It isn't," Joyrama said. "It's about connecting signals from multiple trusted sources to build confidence. The clearer and more consistent those signals are, the more likely AI is to surface your brand accurately."
Earned media's new value
Earned media carries particular weight with AI systems. "AI tends to place greater trust in information that has been validated by independent, credible sources," Joyrama said. A company website remains important as the primary source AI consults, but when respected media or industry publications reinforce the same message, it gives AI greater confidence.
"Earned media is no longer valuable just because people read it - it's also valuable because AI reads it." For communications teams, this elevates the strategic importance of media relations, executive thought leadership, and corporate announcements. Training resources focused on AI for PR & Communications can help teams adapt their workflows to this reality.
Writing for understanding, not just announcements
Communications teams should reassess how they write content. Joyrama's advice: "Write for understanding rather than just announcements." He suggested asking whether a piece clearly explains what the company does, answers questions people actually ask, and would be understood by someone unfamiliar with the business.
Thought leadership should focus on genuine unique expertise. Press releases should provide context, not just announcements. "The easier content is for humans to understand, the easier it is for AI to understand."
Measuring what matters
Clicks and rankings still have value, but they no longer tell the full story. Joyrama encourages clients to examine whether AI platforms mention their brand, describe it accurately, and recommend it over competitors. Relevant metrics include AI visibility, share of voice, accurate citation, and the sentiment of AI descriptions.
"Ultimately, success isn't just about being mentioned in AI. It's about whether AI understands your brand accurately and trusts it enough to recommend it."
Why this matters for PR and communications professionals
The biggest risk is treating AEO like the early days of SEO and trying to game the system. AI is increasingly sophisticated at recognising authentic expertise versus content written to manipulate algorithms. Joyrama's recommendation: instead of asking how to optimise for AI, ask how to become the most trustworthy source of information about the organisation. "The brands that focus on clarity, credibility and consistency will almost always outperform those looking for shortcuts." For PR teams, the path forward means ensuring every piece of content - from press releases to executive bylines - builds a coherent, credible picture that AI can interpret correctly.
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