In the traditional world of SEO, organizations focused on ranking high for specific keywords to drive traffic to their websites. With AI search, that logic has shifted. It’s no longer about generating clicks, but about being mentioned in an AI-generated answer. Through Generative Engine Optimization (GEO), content is no longer optimized for search engines but for answer engines. That requires a different approach: not dozens of SEO pages around the same topic, but stories, insights, and quotes valuable enough to be used by AI as a source.
Zero-click, yet still relevant
AI search amplifies an existing trend: the zero-click phenomenon. Increasingly, users find the answers they need directly in search results or within AI output. Measuring success purely in pageviews can make that feel like a loss, yet for PR it can also be an opportunity. Journalistic coverage, expert quotes, and topical insights are the building blocks of AI-generated responses. When your brand or client’s story is part of that output, you’re visible at the very moment your audience is actively looking for information. A website visit is no longer essential; visibility now depends on authority and credibility.
The impact on PR and content creation
Success in PR and content depends less on high Google rankings and more on being recognized as a reliable source in AI-generated answers. Journalistic visibility remains key: coverage in trade and professional media strengthens both reputation and the likelihood that AI will cite your organization. To achieve this, content needs to be citable, short, clear, and usable. Think of a strong quote, a concrete statistic or a unique case study. These elements carry more weight in this new landscape than general explanations that AI could easily generate itself.
For content production, this shift has three implications: depth remains essential (AI can provide definitions, but not the nuance or experience of a good interview or case study), clear and quotable phrasing increases the likelihood of being cited, and timeliness and authority reinforce each other, with quick commentary on current developments combined with consistent visibility in professional media.
At the same time, owned content is gaining importance. Blogs, whitepapers, and research pieces on company websites increasingly serve as source material for AI systems. For Progress and its clients, this presents a clear opportunity: by structuring owned content well, publishing it under recognizable expert names, and linking it to current themes, you increase the chance that AI will reference it. Owned content then becomes more than just marketing material. It becomes a tangible expression of thought leadership within AI-generated answers.
What’s next?
Much remains uncertain. How transparent will AI platforms be about their sources? How can organisations prevent their brands from being taken out of context? And how can you measure the impact of zero-click visibility when website traffic declines? These are questions that will shape the coming months.
Measuring a GEO score is still in its early days, but some tools are already emerging. LLM-tracking platforms such as RankRanger or Semrush monitor whether brands are being referenced in AI-generated answers. You can also run your own experiments, by testing brand-related prompts in ChatGPT or Perplexity, or by watching analytics signals such as referral traffic. It’s not yet an exact science, but it’s a start in understanding how visible your brand is within AI search.
Now is the time to explore and experiment. Track where your brand is being mentioned, vary your content formats, and invest in both journalistic and owned visibility. The more experience you build now, the better prepared you’ll be for what comes next.
New rules, same foundation
AI search is changing the rules, but not the foundation. It still comes down to strong storytelling and credible sources. At the same time, caution remains essential: AI systems can misinterpret or distort information. For PR teams, that means continuously checking facts, monitoring context, and ensuring accuracy. Those who invest early in trustworthy, citable content and balanced media visibility (both earned and owned) will gain an advantage in a world where answer engines increasingly shape what people see.