Nobody owns GEO
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Illustration: Lindsey Bailey/Axios
Generative engine optimization, or GEO, is opening the door for communicators to influence how AI assistants portray brands.
Why it matters: Consumers are increasingly using answer or generative engines, while traditional search adds more AI features.
By the numbers: Muck Rack's annual State of PR report surveyed 1,115 comms professionals from May 14 to June 12 and found organizations are still sorting out who owns GEO.
- 73% said GEO is at least somewhat important to their communications strategy, yet 29% said no one at their organization owns GEO.
- Just 24% said PR/communications owns it, compared with 11% who said marketing leadership does.
Between the lines: Marketing has traditionally owned SEO because it's designed to drive customers toward a purchase.
- Whether through paid search, influencer campaigns or SEO content, marketers can directly measure clicks, conversions and sales.
- But search referrals have slowed as consumer behavior shifts and AI summaries are increasingly appearing at the top of search results, pushing traditional links farther down the page.
How it works: GEO revolves around the sources AI draws from to answer questions.
- That includes earned media coverage in authoritative publications, clear and well-structured information on official websites and newsrooms, and credible third-party references.
- Muck Rack's survey found 55% of comms professionals are actively seeking coverage in high-authority publications to improve visibility in AI-generated responses.
Yes, but: Marketing still owns much of what happens afterward, including proving whether those recommendations translate into purchases.
The bottom line: Companies that treat GEO as a shared capability — not a turf battle — will likely have the strongest position as AI search becomes more common.
