What do ChatGPT and other AI assistants say about your company?
Your company features in the media, communicates on social media and publishes content on its website. But do you know what AI assistants such as ChatGPT, Claude and Gemini say about your company or brand? In the age of AI, rules of visibility are changing. To continue reaching your audiences and strengthening your credibility, your communication strategy needs to make these changes into account.
Aurelia Ricciardi
AI assistants: new gateways to information
Imagine a potential customer looking for a service provider in your industry. Instead of browsing several websites, they ask ChatGPT or Gemini to recommend companies in Belgium. Does your company appear in the response? Are its activities accurately described? And which competitors are mentioned alongside it?
AI assistants draw on a wide range of sources: company websites, news media, institutional publications, comparison websites, specialist platforms and more. Your presence in their responses therefore depends on more than just your website or your Google rankings. The quality, accuracy and accessibility of information about your company available from other sources can also play a role.
Another factor to consider is that information about a company does not necessarily receive the same level of visibility across different channels. A topic widely discussed on social media may receive little press coverage or may not appear in AI-generated responses. This is why it is important not to assess your reputation through a single source of information.
These new ways of accessing information also raise questions about your online reputation: how is your company portrayed across different digital channels, and what information about it is being shared?
Using GEO to improve your AI visibility
Monitoring what AI assistants pick up and communicate about your company is one aspect of Generative Engine Optimisation (GEO), a set of practices aimed at improving how an organisation is represented in AI-generated responses.
However, GEO is not an exact science. Results vary depending on the assistant, the question asked and the sources consulted. No approach can guarantee that an AI assistant will mention or recommend your company.
The challenge is, among other things, to understand what information about your company is accessible, check its accuracy and identify the sources that may influence how your company is represented in AI-generated responses.
What role media relations play in AI visibility?
The rise of AI adds a new dimension to media relations. When a journalist writes an article about your business or interviews one of your experts, your company appears in an editorial context independent of its own communications. This can strengthen your credibility with readers.
At a time when artificial intelligence makes it possible to produce ever more content, gaining independent recognition and sharing your expertise through the media remain valuable.
Another factor to consider is that articles published in the press remain accessible online and may be among the sources consulted by some AI assistants. However, it is important not to confuse possibility with certainty. Media coverage does not guarantee that an AI assistant will mention your company. Its primary value lies in raising your media profile, building awareness of your company and strengthening its credibility among the audiences you want to reach.
Media coverage therefore helps increase the number of information sources available about your company, without guaranteeing that AI assistants will use them.
We explore this role of the media in greater detail in our previous article on the continued relevance of media relations in the age of AI.
Media relations, editorial content and GEO: complementary approaches
Media relations, editorial content and GEO serve different purposes. Media relations help bring your company’s achievements and experts to the attention of journalists and their audiences through stories with editorial values. Public relations has a broader scope, focusing on building and maintaining an organisation’s relationships with its various stakeholders. Media relations are one component of public relations, specifically focused on journalists and the media.
Editorial content, such as in-depth articles, industry analyses, interviews and studies, allows you to explore your key messages in greater depth, showcase your expertise and answer your audiences’ questions. It can also support your digital communications and provide useful reference information for people discovering your company.
SEO and GEO, meanwhile, aim to improve the visibility and accessibility of this information in search engines and AI-generated responses, each in its own way. As Google points out in its guidance on generative search, the fundamentals of SEO still apply. Original, useful and reliable content remains the foundation.
Search engine optimisation is also another way to increase the visibility of the content your company produces, alongside its presence in the media.
Rather than producing more and more content to please algorithms, it makes more sense to build a strong editorial presence grounded in genuine expertise. Media relations and the content you publish through your own channels can both contribute to this, provided they form part of a coherent strategy.
Choosing your audience and channels
There are more opportunities for visibility than ever, but your company has neither the time nor the resources to be everywhere. What matters most is identifying the audiences you want to reach, the perceptions you want to shape and the channels that can genuinely help you achieve your objectives. An effective communication strategy involves prioritising your target audiences and choosing the right communication tools for each.
Media relations continue to play an important role in this approach, raising awareness of your expertise and helping to build your company’s profile and credibility. Editorial content builds on these efforts, while AI visibility calls for an understanding of how people are changing the way they search for information.
At Luna, we help companies build brand awareness and strengthen their reputation among their target audience, particularly by increasing their visibility in the media. We also support our clients with our expertise in editorial content, AI visibility and crisis communication.
Would you like to review your company’s visibility and identify new communication opportunities? Get in touch to discuss how we can help.
