Study of 600 U.S. communicators reveals how AI summaries, GEO and zero-click search are reshaping brand visibility and reputation management
SEATTLE and LOS ANGELES — Nov. 4, 2025 — A new report released today by We. Communications and the USC Annenberg Center for Public Relations finds that communicators are at a defining moment. Artificial intelligence is now one of the most influential voices shaping brand reputation, visibility and trust. As generative AI tools like ChatGPT, Claude and Microsoft Co-Pilot reshape how people search for information, many audiences now get answers directly from AI summaries without ever clicking a link. For communicators, that means the way AI describes a brand might be the only version of the story people ever see.
The report “Message vs. The Machine: GEO, Zero-Click Search, and How Communicators Are Preparing for the Future of AI as Brand Ambassador” explores how generative AI is transforming the ways information is discovered and shared and why communications leaders must now take a more active role in shaping what AI systems say about their brands.
“Last year, AI reignited excitement across the communications industry,” said Lindsey Bastani, Executive Vice President and Head of Technology, North America, at We. Communications. “This year, with Generative Engine Optimization (GEO), communicators have the tools to turn that excitement into measurable impact, shaping how humans and machines discover, interpret and trust brands.”
Drawing on insights from more than 600 communications professionals across the U.S., “Message vs. the Machine” finds that although most see the opportunity before them, many are still defining their path forward. It calls for urgency in turning awareness into action to ensure communicators lead how their brands show up in AI.
Among the key findings:
“This research makes one thing clear: AI isn’t just changing how people get information, it’s changing who controls it,” said Fred Cook, Director of the USC Annenberg Center for Public Relations. “Communicators have an opportunity to lead by ensuring AI reflects their brand’s true identity.”
The report includes We. Communications’ GEO Playbook, outlining practical steps for communicators to learn how AI surfaces information, to monitor brand visibility, to shape stories AI wants to cite and to integrate AI-based scenarios into crisis planning.
“Generative AI is redefining the relationship between content and reputation,” Bastani added. “This is the moment for communicators to lead by applying their craft to ensure AI tells the right version of their brand’s story.”
About the Survey
We. Communications and USC Annenberg Center for Public Relations surveyed more than 600 communications professionals in the U.S. to explore how AI is reshaping the communications landscape and how individuals and organizations are adapting to its transformation.
About We. Communications
We. is a global communications agency helping brands navigate an ever-changing world. We’ve spent decades at the intersection of technology and humanity, translating new innovations into meaningful experiences that connect with people. As change accelerates and expectations evolve, we use our expertise to help brands communicate through complexity to drive connection, understanding and progress. We offer a range of solutions with this in mind, across diverse industries, audiences and stakeholders.
