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RGE is reorienting its communications strategy around how artificial intelligence models summarize companies rather than how they rank on search engines. This shift matters because B2B stakeholders increasingly start supplier research and due diligence with conversational AI, turning those generated summaries into de facto executive briefs that shape first impressions.

The new homepage lives inside AI models

Fernando Sarael, head of newsroom at RGE, describes a move from searching for keywords to consuming direct answers. Stakeholders may never visit a corporate website even when evaluating serious partnerships. Reputation now depends on how widely trusted sources corroborate a company's positioning across the data pools that train these systems. If an AI model summarizes your business lines inaccurately, you lose the first impression regardless of strong SEO performance.

Planning around questions instead of assets

RGE has shifted its digital centre of excellence away from fulfilling production requests toward defining intended business outcomes before drafting begins. Teams now run three checks before creating material: who needs to see it, which perception should change, and what action should follow. This treats communication as an instrument for stakeholder movement rather than a calendar obligation.

The agency also stopped automatically cross posting content across social channels after analyzing how different formats perform by platform. Each channel shapes what gets noticed and what carries forward into the wider information environment that AI systems later draw from. Even long form articles now undergo review against credibility markers that help both human readers and machine mediated systems classify them as trustworthy. As Sarael put it, "More content" is rarely a strategy. "Changed perception" is.

Measuring AI visibility as a continuous loop

The most operational change involves treating AI visibility as a trackable metric instead of a vague objective. RGE uses monitoring tools that simulate prompts, analyze how models describe the company, categorize recurring themes, and recommend adjustments. The goal is not chasing a perfect score but tracking consistent month on month improvement tied to specific content changes.

Tracking reputation over time turns it from a qualitative debate into a repeatable workflow. If the work stays unmeasured, it remains a series of anxiety driven fixes. If teams log prompt results and theme shifts, they build a governance structure that can be staffed and refined. "AI visibility optimization is a system, not a checklist," Sarael said.

Why this matters for PR and communications teams

• Treat AI generated summaries as primary stakeholder touchpoints rather than tech experiments.
• Center planning on the exact questions procurement teams and investors ask their assistants instead of focusing solely on publishing cadence.
• Stop cross posting identical assets across platforms and design formats that survive contextual translation.
• Build a measurement loop for how AI describes your organization to track what changed and why.
• Keep craft and editorial judgment in human hands while using AI for validation and refinement.