GEO Compass gives communicators the ability to understand, measure and influence how AI systems interpret and present their organizations
SEATTLE — Nov. 11, 2025 — As AI reshapes how people discover information, brands must adapt to preserve clarity and trust amid constant change. The latest development: The multidisciplinary function of Generative Engine Optimization or GEO is born. To help organizations navigate this shift, We. Communications today introduced GEO Compass, a new product designed to help organizations understand, measure and shape how their brand’s story is represented in AI-driven search results.
“Search has fundamentally changed,” said Daniel Blank, EVP, Head of Digital Innovation EMEA, at We. Communications. “People are no longer clicking through pages of results; they’re getting one AI-generated answer — and if you're not part of that answer, you are invisible. GEO Compass ensures that when AI responds, your brand’s story is represented accurately, credibly and with influence.”
GEO Compass is designed to help communications leaders uncover their brand’s current footprint in AI-generated answers and build a path to stronger visibility and resonance. The tool combines diagnostic briefing with a strategic roadmap and ongoing optimization, giving brands a concrete framework to improve their presence and accuracy in a rapidly changing environment.
“Winning in GEO requires a combination of search engine alchemy, content architecture, hyper-targeted marketing and opportunistic mic-seizing,” said Charlie Baldwin, Head of Insights & Analytics, North America, at We. Communications. “Technology is only part of the equation. GEO Compass marries the leading tech with the human strategy and follow through required to make an impact.”
Most see GEO as a search problem. We. see it as a story problem. As large language models (LLMs) increasingly define what audiences see first, traditional SEO is no longer enough. In this new landscape, visibility depends on what AI interprets and presents as your brand: how often it’s mentioned, in what context, and whether those narratives are accurate or trusted, and aligned with brand values and reputation.
Unlike traditional SEO programs that focus on keywords and algorithms, GEO Compass focuses on the content and information that generative AI models are trained on and cite in their answers. It empowers communicators to take ownership of how their brand’s story appears in AI-generated discovery, combining earned storytelling, smart content strategy and ongoing measurement to guide how AI systems describe and display their organization.
GEO Compass is part of We.’s AI Accelerator, a comprehensive solution designed to help communications teams integrate AI responsibly and effectively across workflows. AI Accelerator also includes AI Academy, a hands-on training program, and AI Storymaking, which helps brands craft meaningful narratives around their use of AI.
Together, these tools move teams from fluency to habit, embedding responsible AI use, creative experimentation and measurable outcomes into everyday work. GEO Compass represents the next evolution of data-led communications strategy, blending human insight with machine logic to ensure brands remain visible, trusted and resilient in the age of AI search.
“AI is rewriting how reputation is built,” said Brian Keenan, Head of Data and AI, APAC, at We. Communications. “GEO Compass gives communicators the intelligence and confidence to shape their brand’s presence in this new information economy, before algorithms decide for them.”
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.
