We. Communications launches GEO Compass to win visibility in AI-generated search
Search has changed. People are getting a single, machine-written answer instead of clicking through pages of links. If that answer doesn't include your brand, you're invisible.
We. Communications has introduced GEO Compass - an offering built to help communications teams understand, measure, and influence how AI systems interpret and present their stories in generative search. It pairs diagnostic analysis with a strategic roadmap and ongoing optimisation so brands can secure accurate, trusted representation in AI-driven discovery.
Why this matters for PR and comms
GEO Compass moves beyond traditional SEO. Instead of chasing keywords and algorithm tweaks, it focuses on the content and data large language models are trained on - the material that teaches AI how to describe your brand.
"Search has fundamentally changed," said Daniel Blank, EVP, head of digital innovation EMEA at We. Communications. "People are no longer clicking through pages of results; they're getting one AI-generated answer - and if you're not part of that answer, you are invisible. GEO Compass ensures that when AI responds, your brand's story is represented accurately, credibly and with influence."
What GEO Compass includes
The offer combines a diagnostic to map your brand's footprint in AI-generated content, a plan to improve visibility and resonance, and continuous optimisation to keep pace with new signals. It sits within We.'s AI Accelerator suite alongside AI Academy (hands-on training) and AI Storymaking (narratives for AI-related initiatives).
"Winning in GEO requires a combination of search engine alchemy, content architecture, hyper-targeted marketing and opportunistic mic-seizing," said Charlie Baldwin, head of insights and analytics, North America at We. Communications. "Technology is only part of the equation. GEO Compass marries the leading tech with the human strategy and follow through required to make an impact."
"AI is rewriting how reputation is built," added Brian Keenan, head of data and AI, APAC at We. Communications. "GEO Compass gives communicators the intelligence and confidence to shape their brand's presence in this new information economy, before algorithms decide for them."
Practical moves to get your brand into AI answers
- Audit your AI footprint: Test priority queries across major generative engines. Log prompts, answers, sources cited, and sentiment. Flag omissions, inconsistencies, and misattributions.
- Control the source material: Publish clear, factual "source of truth" assets: Q&A pages, executive bios, product specs, issue explainers, timelines, and media kits. Keep claims crisp and backed by evidence.
- Signal credibility: Pursue third-party validation (expert quotes, standards references, independent data). Maintain consistent boilerplates and nomenclature across owned and earned channels. See Google's guidance on helpful, reliable content for additional context here.
- Structure for machines: Use schema where appropriate, consistent naming conventions, and machine-readable assets. Centralise press materials and fact sheets to reduce ambiguity.
- Strengthen distribution: Ensure your definitive content is present on high-authority destinations that AI systems frequently reference (industry bodies, reputable media, research hubs).
- Measure and iterate: Track changes in AI answers over time. Correlate improvements to content updates, PR wins, and technical fixes. Build a monthly review cadence.
- Governance: Put review protocols in place for accuracy, disclosure, and bias checks. Align legal, comms, and data teams before publishing sensitive claims.
Tools trend: PR workflows are getting AI support
Other agencies are launching AI platforms to speed execution. Redhill's PressOffice.ai helps teams draft, refine, and distribute press releases in minutes, pairing AI speed with their media network for targeting, tracking, and end-to-end PR workflow support. It's pitched to SMEs, startups, in-house teams, and agencies managing multiple accounts.
90-day action plan for comms leaders
- Days 0-30: Run an AI footprint audit. Identify priority queries, misstatements, and missing context. Draft or refresh core "source of truth" pages and update boilerplates.
- Days 31-60: Improve content architecture and machine-readability. Secure credible third-party references and expert validation. Package data, visuals, and quotes for reuse.
- Days 61-90: Establish tracking and reporting. Test message variations and proof points to see what gets pulled into AI answers. Train spokespeople and the comms team on AI-first editorial workflows.
If your team needs structured upskilling on AI for communications, explore curated options by job role here.
Bottom line
Generative search compresses attention into a single response. GEO Compass reflects that reality: know what AI is learning about your brand, fix the source material, and keep improving. The teams that do this early will earn visibility and trust while others are left out of the answer.
Your membership also unlocks:
