How AI and PR Are Powering the Next Generation of Search
By JustWeb KE — Technology, Creatives & Digital Strategy for Africa’s Modern Brands
The way people search for information, products, and services is changing faster than ever. For years, ranking on Google was the holy grail of online visibility. But with the explosion of AI platforms, the search landscape has shifted — permanently.
AI engines like ChatGPT, Gemini, and Perplexity have become the go-to platforms for millions of users who want instant, summarized answers instead of browsing long lists of links. This new behaviour marks the rise of Generative Engine Optimisation (GEO) — the evolution of SEO, and the future of discoverability.
For brands in Kenya and beyond, this shift presents both a challenge and an opportunity. And surprisingly, public relations (PR) is emerging as one of the most powerful tools for winning in the AI-driven search era.
What Exactly Is GEO — and Why Does It Matter?
GEO is a strategic approach focused on optimising your brand for AI search engines, not just Google. Instead of keywords and backlinks, AI engines prioritise:
Credibility
Brand sentiment
Authority
Accuracy
Context
AI platforms answer questions by gathering insights from trusted sources — news outlets, research, reports, thought leadership content, interviews, and credible online mentions. And with research showing that nearly 60% of all searches ended without a click in 2024, thanks to AI summaries, visibility on these platforms has never been more crucial.
To succeed in GEO, your brand needs more than a website. It needs proof, trust, and third-party validation.
This is where PR comes in.
Why PR Is Becoming Essential for GEO
PR and GEO share the same goals: to establish authority, awareness, and trust.
AI search engines rely heavily on external sources, meaning earned media carries far more weight than owned content. AI is more likely to trust:
A high-authority news article mentioning your brand
A CEO interview or expert commentary
An award, nomination, or featured review
A case study from a credible publisher
Third-party research referencing your product or services
In short: brand mentions are becoming the new currency of AI visibility.
A single, strong brand mention can influence how AI platforms understand and position your business. For example, to an AI summarising “best creative agencies in Kenya” or “top Laravel developers in Africa,” a TechCrunch or Business Daily article featuring your brand carries far more weight than your own blog.
Brand Mentions vs Backlinks — The Evolution of Search Currency
For over a decade, digital PR was built around backlink acquisition to support SEO. While backlinks still matter, research now shows that brand mentions are even more influential for AI-generated results.
A major study analysing over 75,000 brands found:
Brand mentions had the strongest correlation to appearing in AI overviews.
This shift means PR must evolve from simply securing links to securing meaningful, high-quality mentions.
It’s now about:
Relevance over reach
Authority over volume
Niche placements over generic mass coverage
Quality storytelling over aggressive promotion
A single article in a niche Kenyan publication that deeply resonates with your audience (e.g. TechTrends, CIO Africa, Gadgets Africa) may do more for your AI visibility than 20 low-value mentions elsewhere.
How to Build an Effective PR Strategy for AI Search
To win in the generation of GEO, brands must rethink how they produce and distribute content. Here are essential pillars of an AI-ready PR strategy:
1. Prioritise Fresh, Timely Content
AI prefers recent, frequently updated content.
Publish:
Press releases
Industry commentary
Data insights
Trend-driven thought leadership
Show that your brand is active and part of ongoing conversations.
2. Use Structured, Clear, Fact-Based Communication
AI tools respond well to structured, factual content such as:
Case studies
Thought leadership pieces
Interviews
Research articles
Reviews and testimonials
Clarity and authenticity matter more than keyword stuffing.
3. Respond to Trends — Fast
PR written for AI must balance:
A compelling story
Accurate details
Relevant context
Unique insights
Jump into industry conversations early. Being timely increases visibility and enhances how AI models perceive your brand’s relevance.
4. Prioritise Content for Humans First
AI rewards content that resonates with real people.
Avoid promotional jargon. Instead focus on:
Human stories
Real milestones
Useful insights
Authentic contributions
If people find it valuable, AI likely will too.
Thought Leadership: The Secret Weapon for Positive AI Reputation
AI prioritises brands with consistent, credible commentary. To build this, consider:
Publishing expert opinion articles
Speaking on digital panels and webinars
Sharing first-party research or industry observations
Providing quotes and insights to journalists
Participating in media interviews
Entering awards and recognition programs
Thought leadership shows AI engines that your brand is a trusted voice in your field — not just another website.
Platforms like Google Reviews, Trustpilot, Clutch, and local Kenyan review sites also help shape brand sentiment, which influences how AI evaluates your reputation.
Challenges PR Faces in the GEO Era
No major shift comes without challenges. PR teams must now deal with:
1. Ethical risks
Brands must be transparent to avoid AI manipulation or misinformation.
2. Harder-to-measure results
AI mentions are still difficult to track compared to traditional metrics.
3. Content quality demands
Overly promotional content may be ignored or down-ranked by AI.
Despite this, AI tools are improving rapidly, offering more robust sentiment analysis and brand monitoring — helping businesses track and shape online perception more effectively.
The Future of PR, SEO & GEO
The next wave of online visibility will be shaped by the merging of:
SEO
AI discovery (GEO)
PR
Content strategy
Brand sentiment analysis
Brands that invest in credibility and storytelling — not just technical optimisation — will dominate AI-driven search results.
And this is where we come in.
How JustWeb KE Can Help Your Brand Win in AI Search
At JustWeb KE, we specialise in technology, creatives, marketing, and business consultation — giving us a unique advantage in the age of GEO.
We help brands:
Earn high-value digital PR coverage
Improve brand sentiment
Strengthen online authority
Grow visibility on AI platforms
Position founders and CEOs as thought leaders
Build modern, AI-ready websites and systems
Develop SEO + GEO hybrid strategies
Craft data-backed content that AI engines trust
The future of search is no longer about ranking on page one — it’s about being part of the conversation AI engines trust.
Ready to Grow Your Brand in the Age of AI Search?
Our digital experts are here to help your business stand out, get discovered, and build long-term authority.
Talk to JustWeb KE today and let’s elevate your visibility across Google, AI, and all digital touchpoints.
Comments
Antony
August 20, 2025“This is a very useful article.”
Aldan Branding
August 20, 2025Thank you so much for your support and guidance.
Rose Whitmore
August 20, 2025Great article! Very insightful and helpful for anyone interested in agencies.
Aldan Branding
August 20, 2025I truly appreciate your time and effort.