AI's new frontier: Leoprd x The Remarkables put brands in clear focus for LLM answers
Posted 22/10/2025 10:16am. Sydney-based agency Leoprd has secured an exclusive EMEA partnership with The Remarkables to roll out its Language Engine Optimisation (LEO) and Generative Engine Optimisation (GEO) programs. The goal is simple: improve how brands appear inside AI assistants and answer engines like ChatGPT, Gemini, and Perplexity.
As billions of prompts run through large language models, discovery moves from links to answers. Leoprd positions itself as an LEO advisory, giving PR teams a way to influence factual accuracy, prominence, and citations inside AI-generated responses.
Why PR and comms should care
Leoprd's Reputation to Revenue report shows that over 60% of AI brand mentions come from earned media. Your coverage, quotes, and third-party references feed the sources LLMs rely on-and those sources steer what people read in the first answer.
The Leoprd-Remarkables partnership adds access to 50+ senior consultants across the UK, Europe, the Middle East, and Africa. That scale supports consumer and B2B programs end-to-end, from audits to ongoing optimisation and measurement.
What LEO/GEO actually means
LEO and GEO focus on how brands appear in AI outputs, not just search pages. Think structured facts, source credibility, and consistent signals the models can verify.
Early client work flagged common gaps: competitors winning answers despite smaller market share, outdated bios and product specs echoing across citations, and missing proof points in earned coverage. These gaps skew answers and weaken trust.
Action checklist for comms leads
- Run a baseline across ChatGPT, Gemini, and Perplexity: top three answers, cited sources, sentiment, and accuracy.
- Map and fix source of truth: newsroom, product docs, FAQs, exec bios, and pricing pages. Add schema and dates, retire stale pages, and keep redirects clean.
- Strengthen earned media with verifiable facts and numbers. Prioritise outlets that LLMs often cite.
- Publish clear summaries: who you are, what you do, key differentiators, and proof. Short pages beat glossy fluff for machines and humans.
- Close misinformation loops: spot wrong claims, update your content, and offer precise corrections in future interviews and briefings.
- Track new KPIs: share of first answer, citation share by outlet, factual accuracy rate, and time-to-correction.
- Establish governance: approvals for AI facts, update cadence, and a playbook for crisis queries.
The people and the plan
Founder Celia Harding says LLMs are rewriting how people find information and expects LEO/GEO to sit alongside SEO as a core comms discipline. The partnership gives Leoprd extra reach to scale programs locally and across EMEA.
Caroline Page joins as PR Director after more than 15 years in international roles, most recently as Head of Communications at Virtually Human Studio. Harding says Page brings a mix of storytelling and tech expertise that fits where comms is headed.
What clients can expect
- Audits that surface where your brand wins or loses in AI answers.
- Competitive benchmarks across priority markets and categories.
- Content and media strategies that improve factual coverage and citations.
- Measurement frameworks that tie reputation signals to commercial outcomes.
Context: LLMs and discovery
LLMs synthesise information rather than list links. If you want a quick primer, see this overview of large language models.
For many users, AI answer engines are already a default starting point. That shift means PR teams must think in terms of verifiable sources and crisp facts, not just rankings and pageviews.
Upskill your team
If you're building LEO/GEO capability, explore practical courses and playbooks by role at Complete AI Training. It's a straightforward way to level up skills for PR and communications.
Bottom line: LEO/GEO is moving fast from experiment to standard practice. The Leoprd-Remarkables partnership brings scale, method, and accountability to how brands appear inside AI answers across EMEA.
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