Pead, an Auckland-based communications agency, has launched a new service focused on Generative Engine Optimisation (GEO), designed to enhance how brands appear in responses from AI tools like ChatGPT, Microsoft Copilot, and Google Gemini. This offering is crucial as 48% of New Zealanders under 45 use AI for business research, with a third altering their perceptions based on AI-generated information. Unlike traditional search engine optimisation (SEO), GEO emphasizes influencing AI-generated answers rather than link rankings. Jack Wheeler, Partner and GEO/AEO Specialist at Pead, highlights the importance of leveraging third-party sources for effective brand representation in AI responses, given that 90% of citations in AI answers come from external content. The service includes audits, workshops, and advisory support, positioning Pead as a leader in integrating digital and PR strategies. Additionally, Pead is launching a Corporate Affairs Circle to facilitate discussions on reputation and AI influence for in-house professionals.
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