Answer Engine Optimization (AEO) is the process of shaping a brand’s digital presence so it is cited and recommended by AI tools like ChatGPT, Perplexity, and Google AI search.

AI is replacing Google for product discovery. When someone asks ChatGPT for the best bourbon or tequila, it only recommends a handful of brands. If your brand isn’t mentioned, you’re invisible.

AI is changing product discovery, but it only recommends a few brands at once. Those recommendations often come from PR, reviews, and media coverage.

This matter because people are 13 times more likely to buy your product or service if they are coming from AI search results versus Google. That’s because we’re moving from a research mode to decision mode more quickly thanks to how AI gather and presents information.

AI answers determine which brands consumers discover first.

AI leans into trusted sources like media coverage. Depending on the category, PR could help you tell the right narrative in the right publications. Being included in listicles and review pieces greatly helps in discovery.

• ~72% of AI citations come from earned media

• only ~1–2% from brand-owned websites.

Creators who are experts in a niche, like a whiskey reviewer, can help to drive results. Recipe creators are also a great way to show a brand in action.

Conversations in niche communities can collectively have an impact on AEO, and while brand social isn’t sourced as frequently it can help to reinforce a narrative in search results.

Book some time to talk AEO and we’ll walk you through our four step process.

Step 1

AI category analysis

Step 2

Narrative gap identification

Step 3

PR + influencer strategy to shape AI sources

Step 4

Activate PR + Influencer strategies for AEO.

Step 5

Monitor AI answers and results