B2B public relations is entering a new era. Generative artificial intelligence (AI) is changing search, discovery and authority-building at a rapid pace. It’s no longer just about getting ranked on Google. It’s about AI search visibility. That’s where generative engine optimization (GEO) comes into play. Smart B2B PR strategies can help your company’s story and expertise show up in citations that AI tools deliver to users.

Why GEO Matters for Public Relations

Traditional SEO centers on keywords, backlinks and positioning within search result pages. But with tools like ChatGPT, Gemini, Claude and others, search is shifting from click-driven results to AI-generated summaries of the web. These generative engines don’t just return a list of links. They “read” across sources, synthesize an answer and provide it directly. And they build those answers by collecting information from trusted, cited sources.

According to Muck Rack, a well-known public relations management provider, eight in ten consumers now find answers to 40% of their questions without ever clicking a link. And Google’s new AI Overviews are cutting click-through rates by up to 79%.

In other words, a B2B company that wants visibility needs to think beyond landing on page one of Google. It must also work toward showing up in AI answer citations. So, when someone asks what B2B company is leading in a particular service, the brands that show up as credible, authoritative and referenced will dominate in AI search visibility.

How B2B Public Relations Drives GEO

Here’s where PR steps in. The functions of PR — earned media, expert commentary, consistent messaging — fit naturally to the needs of generative engines. Companies can position themselves to be part of the answer, not just rank on a page.

A few ways B2B public relations helps to improve GEO:

Earned media becomes visibility media: Placing an article in a publication is no longer just a way to reach your targeted audience. It has now become a citation source for AI. According to Muck Rack, “89% of links cited by AI come from earned media.”
Structured information wins: AI models favor clear, factual content with structure (tables, FAQs, lists) rather than broad promotional messaging. PR professionals can craft content like press releases, backgrounders, expert Q&As and tech articles that are both human and machine friendly.
Consistency and repetition build signal: Because generative engines aggregate across multiple sources, having consistent messaging (same brand/product names, same expert titles, same key facts) increases the chance of being cited. It’s not just one mention. It’s many consistent mentions across outlets.
Monitoring becomes strategic: Monitor what AI results say about your company. Pay attention to which outlets are cited in search results. Also note prompts that feature your competitors in the results. This attention to prompts, replies and citations helps to shape your future AI search visibility.
PR results are easier to measure: Instead of stopping at media mentions or coverage reports, PR teams can now track how their work directly influences AI visibility. They can measure how often a brand is cited in generative search results, identify which prompts surface it and see how AI assistants echo key brand messages.

A Cautionary Note

GEO is still early and evolving. When you perform a traditional Google search, paid ads appear before the organic results that SEO used to dominate. So far, with tools like ChatGPT or Claude, you can’t pay to influence, and AI search visibility has to be earned.

Some experts believe traditional search relied on ads because it had no other revenue model. In contrast, AI systems like ChatGPT and Claude earn money through subscriptions, so they don’t need “pay-to-play” advertising — at least for now. Perhaps a hybrid future is likely: free versions that incorporate sponsored results, with paid tiers that maintain ad-free, higher-quality answers.

Conclusion

For B2B companies, the shift to AI-driven search is not a passing trend. It’s a structural change in how information is discovered, trusted and consumed. And public relations is now a front-line tool for this change. You can improve your chances of being cited in AI-driven answers by

Treating PR as a performance channel beyond reputation management
Crafting answer-ready content
Earning coverage across authoritative sources
Optimizing owned assets for human and machine consumption.

In other words: You want to be in the answer, not just on the page.

Interested in exploring this further? Contact Schubert b2b to start the conversation about how B2B PR can boost your AI search visibility.

Frequently Asked Questions (FAQs)

1. What is generative engine optimization (GEO)?

Generative engine optimization (GEO) is the process of improving your brand’s visibility within AI-generated search results. Instead of optimizing only for Google’s ranking algorithms, GEO focuses on helping AI systems like ChatGPT, Gemini and Claude find, trust and cite your brand as an authoritative source.

2. How is GEO different from traditional SEO?

Traditional SEO focuses on keywords, backlinks and click-through rankings. GEO, however, optimizes for visibility in AI-generated summaries. Your goal isn’t just to get clicked, but to get cited by AI systems when they generate answers. It’s a shift from being on the search page to being inside the search answer.

3. Why is B2B public relations essential for GEO?

B2B PR naturally supports GEO because earned media placements, expert commentary and consistent brand messaging provide the credible, structured information that AI systems value. In short, PR creates the trustworthy citations that generative engines rely on.

4. How can my company increase its chances of being cited in AI answers?

To appear in AI-generated citations, focus on

Publishing high-quality, fact-based and well-structured content
Maintaining consistent messaging across media and platforms
Earning placements in reputable industry publications
Monitoring which outlets and topics AI tools reference in your niche.

5. Can you “buy” AI visibility like traditional ads?

Not yet. Currently, generative AI tools like ChatGPT or Claude do not sell ad placements. AI search visibility is earned through authority, accuracy and credibility, not paid promotion. However, future hybrid models may introduce sponsored visibility in free versions.

6. How can B2B brands measure success with GEO?

Measurement goes beyond tracking mentions. Brands can monitor how often they are cited in AI search results, which prompts surface their content, and whether their messaging aligns with AI-generated summaries. These insights can guide ongoing B2B PR and content strategy.