AZK Media launches GEO-first PR to win AI search for B2B tech brands
Australia - AZK Media has introduced a strategic PR solution to help B2B tech brands show up in AI-driven search results. As AI influences purchasing, visibility now hinges on third-party credibility, not just your website or ads.
AZK Media cites research showing 89% of B2B buyers use tools like ChatGPT, Gemini, and Claude to guide decisions. Up to 90% of citations used by these tools are pulled from earned media: trade publications, analyst notes, and industry coverage.
This is the core of Gen Engine Optimisation (GEO). Unlike SEO, which optimises your site, GEO builds reputation across the sources AI trusts. If credible third parties talk about you, AI is more likely to recommend you.
"The old lead gen playbook-optimise the site, run ads, book a booth-no longer guarantees visibility," said Azadeh Williams, managing director at AZK Media. "If you want prospects to find you through AI, you need credible endorsements on the right third-party channels. That's why an 'AI search-ready' PR strategy is critical in the age of GEO."
Why this matters for PR and comms leaders
- Buyers consult AI before shortlisting vendors. Earned media now influences the first touch.
- AI systems reward third-party validation over self-published claims.
- PR decisions-what to pitch, where to appear, who to brief-directly affect AI visibility.
Inside AZK Media's AI search-ready approach
- Earned authority at scale: Secure coverage in top-tier trade outlets, place executives as trusted commentators, and engage analysts and industry leaders.
- Content AI can cite: Create formats built for how AI systems source and interpret information-answer the exact questions prospects ask these tools.
- Targeted placements: Focus on channels AI scans often: credible media, analyst reports, and industry forums.
- Measurement: Advanced reporting to track a brand's presence in AI-generated results and tie efforts back to pipeline impact.
- Global reach: Membership in the Collectivist Group-an international network spanning 46+ countries-plus partnerships with agencies seeking to complement SEO with GEO.
What to do now: a practical playbook
- Audit your earned footprint: List the trade publications, analysts, and forums that influence your category. Map where you're present-then fill the gaps.
- Prioritise authority over volume: A few credible hits in the right outlets beat a flood of low-signal mentions.
- Answer buyer questions: Develop explainers, comparisons, and POVs that mirror the prompts prospects type into AI tools.
- Brief the right voices: Analysts, editors, and community leaders who publish often. Their commentary becomes training signal.
- Pair SEO with GEO: Keep your site healthy, but invest in third-party validation that AI will actually cite.
Metrics that prove it's working
- Inclusion rate in AI answers for your priority queries.
- Source quality and diversity of citations (trade, analyst, industry).
- Share of voice across earned channels that AI references.
- Movement from mentions to qualified pipeline and influenced revenue.
"AI doesn't ask, 'What does your website say?' It asks, 'What does everyone else say about you?'" Williams added. "We study how these systems surface brands, identify where our clients need to be cited, and execute the placements that influence recommendations."
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