AUCKLLAND, Today: Brands are now being judged by what AI says about them, and Pead wants to help businesses shape that narrative. The communications agency has launched a new service focused on influencing AI-generated answers.
The move follows independent research showing 48% of New Zealanders under 45 already use AI tools when researching businesses, products or services.
A third of that group have changed their opinion of a business based on what an AI tool told them.
The space is known as generative engine optimisation (GEO), answer engine optimisation (AEO) or simply AI search. Whatever you call it, the goal is clear: influence what appears in AI responses.
Pead partner and GEO/AEO specialist Jack Wheeler says it’s fast becoming a critical marcomms discipline, with AI search tipped to overtake traditional search by 2028.
“Like it or not, the reputation of brands and individuals are currently being influenced by the algorithms of ChatGPT, Copilot, Gemini and other generative AI platforms. This should be a core focus for business and marketing leaders. AI’s impact on consumers will only continue to grow.
“At Pead, we’ve spent a lot of time learning about GEO / AEO and everything that goes into AI algorithms. AI answers can be influenced if you understand the right levers to pull. We’re already working with our clients to change the answers to the questions their key audiences are asking,” says Wheeler.
While websites and owned content matter, nearly 90% of AI citations come from third-party sources brands don’t control.
“At Pead, we’ve spent a lot of time learning about GEO / AEO and everything that goes into AI algorithms.” – Jack Wheeler, Pead partner and GEO/AEO specialist
“The real key to influencing AI answers is getting your brand and key messages represented across a wide range of authoritative outlets including traditional media, social networks, industry platforms and many others. This is an area Pead has excelled at for more than two decades,” says Wheeler.
“Pead is best known for its PR work, but we’ve also been building our digital division for the past ten years. Having both communications and technical experts puts us in the best position to achieve GEO / AEO success for our clients.”
The new offering includes audits, workshops and advisory support, plus a free downloadable guide titled Five insights business and marketing leaders should know about GEO / AEO.
Alongside this, Pead has teamed up with the Trans-Tasman Business Circle to launch the Corporate Affairs Circle, a new community for in-house corporate affairs leaders.
The Circle will host bimonthly virtual briefings for professionals across New Zealand, sharing practical insights and fresh thinking on the issues shaping today’s operating environment.
Each session features expert speakers and real-world perspectives on reputation, risk and organisational leadership. The first briefing focuses on influencing AI and is hosted by Wheeler.
Participation is free for in-house corporate affairs professionals, with sessions run by invitation only via expressions of interest.
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