PR Agency Launches AI Search Optimization Service as Brands Scramble to Stay Visible
SPM Communications, a Dallas-based PR firm, introduced Engineered Brand Discovery on May 21, a service designed to help brands appear in AI-powered search results where consumers increasingly make buying decisions.
The move addresses a widening gap between market opportunity and brand readiness. McKinsey data shows 50% of consumers now use AI search as their primary source for purchase decisions, with an estimated $750 billion in U.S. revenue flowing through AI search by 2028. Yet only 16% of brands systematically track how they perform in AI search results.
The problem runs deeper than visibility metrics. AI search engines don't return link lists-they synthesize information into narrative answers. Brands that win are those with established credibility and strategic storytelling already in place.
How the Service Works
SPM's process combines qualitative and quantitative research to build cross-channel content strategies across owned, earned, and social channels. The firm structures content so large language models can easily reference and cite the brand as a source.
The agency tracks daily responses from five different large language models, measuring visibility scores, mention rates, rankings, source citations, and competitive position. Monthly reporting shows whether efforts are moving the needle.
The offering includes a GEO audit and benchmark report, consumer roadmapping, messaging frameworks, content development, and crisis response protocols built around LLM behavior.
Why PR Teams Should Lead This
Suzanne Miller, SPM founder and president, said traditional PR tools-earned media, authoritative storytelling, strategic placements in high-trust publications-are now critical signals for AI visibility. "PR in 2026 looks very different as people increasingly discover and engage with brands through AI search," Miller said.
The insight matters for in-house PR teams and agencies. The skills that built media credibility over decades now directly influence whether AI systems cite your brand as trustworthy. That's not a new discipline-it's PR with new measurement tools.
For PR professionals looking to build expertise in this area, AI for PR & Communications covers how large language models interact with brand narratives. There's also an AI Learning Path for Public Relations Specialists that addresses brand communication, media strategy, and content optimization in AI systems.
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