The New Gatekeeper of Reputation
Generative AI is reshaping how information is discovered, trusted and shared: turning search engines into storytellers and algorithms into brand ambassadors.
Our new study with USC Annenberg Center for Public Relations reveals how communicators are adapting to “zero-click search” and the rise of generative engine optimization (GEO), which positions how brands are found, framed and trusted in AI-driven search.
Communicators already hold a distinct advantage; AI favors earned and owned media. This report shows how to turn that strength into strategy, with insight, capability and measurable progress.
