AUCKLAND, Today: Payper, the Kiwi PR agency built on a results-driven model, has unveiled Generative Engine Optimisation (GEO) — a service designed to help brands appear first when AI tools dish out recommendations.
Think SEO, but for AI. GEO zeroes in on how platforms like ChatGPT, Claude, and Google’s AI Overviews surface brands — relying less on keywords and more on credible third-party mentions.
Instead of stuffing in keywords, GEO builds trust through news stories, expert quotes, analyst notes, and podcasts — the very media placements Payper has been delivering for its clients for years.
“We’re seeing a massive shift happening in how people search for recommendations and products,” says Auckland-based Lewis Hampton, Payper co-founder.
“It’s the biggest shift in discovery since Google. Instead of using a search engine, more and more people are shifting to AI tools like ChatGPT to get product and service recommendations completely tailored to their needs.”
“Instead of using a search engine, more and more people are shifting to AI tools like ChatGPT to get product and service recommendations completely tailored to their needs.” – Lewis Hampton, Payper co-founder
“The brands that get mentioned in AI’s answers are already reaping the benefits and AI search is only going to become more and more popular.”
Because AI recommendations work differently to traditional search, brands need a new way to show up.
“Search is moving from giving you a list of website links, to recommendations in plain language. To make these recommendations, AI is relying heavily on credible media coverage and expert commentary. GEO is about making sure your brand is recommended by AI,” Hampton says.
“In simple terms: GEO is less about what you say about your own brand, and more about what others say about it.”
Payper’s GEO offering is tailored for NZ businesses of any size, blending media outreach with thought-leadership in national and industry-specific publications.
The approach creates a double benefit: building brand trust and authority while also boosting long-term AI discoverability as credible mentions get absorbed into AI models.
“PR used to be seen as ‘nice to have’. Now we’re seeing that it’s becoming the key component for AI search,” Hampton says.
“If you want to be the name an assistant suggests when users search ‘best New Zealand whiskey’, ‘top EV charger for home’, ‘best bagel brand’ or ‘sustainable outdoor apparel’ you need sustained, credible coverage in the places AI already trusts.”
Payper is already working with brands like Scapegrace, Evnex, ABE’s Bagels and Mons Royale to deliver coverage that strengthens reputation while lifting AI visibility.
Share this Post
