Generative Pulse

Over a year ago, GEO was treated by a lot of us in this space as an experiment. Now it’s becoming part of the PR function. As more people turn to AI for answers, how brands show up in those responses is becoming increasingly important for comms teams. PR pros have also shifted from testing what works to building processes around it. And with tools like Generative Pulse giving teams greater visibility into how brands appear in AI-generated answers, we’re getting better at measuring what’s working and where the opportunities are. This next phase in GEO’s evolution will be a fight for quality. As AI platforms compete to give better answers, the authority and relevance of the sources shaping those answers will matter even more. GEO’s next challenge is figuring out how to measure, operationalize and consistently earn visibility in the answers that matter. And finally deciding if we’re all going to call it GEO or AEO.

AI is transforming how comms work, but it isn't replacing the fundamentals of great PR. In this clip, Michelle Badrian from Lenovo shares why trust, relationships and compelling storytelling remain at the heart of comms, and how the most successful PR pros will be the ones who use AI to work smarter, not replace the human side of their jobs.

We can’t wait for Generative Pulse Summit later this year!

Most brands ask: "How do we improve our AI visibility?" The better question is: "Where are we missing from AI answers?" Our latest guide walks through a repeatable process to uncover visibility gaps, benchmark against competitors and prioritize the opportunities that matter most. Read more: https://bit.ly/3UEbJZW

Thanks to everyone who joined Matt Dzugan at the 2026 FPRA PR & Comms Summit to discuss findings from Muck Rack's What Is AI Reading? research and what they mean for comms teams!

Let's start a (friendly) debate 👀 Vote below, then tell us why in the comments.

CEO and cofounder Greg Galant recently shared insights with Michael Kaye in his latest Inc. Magazine article exploring why PR is becoming increasingly important in the age of AI. As AI continues to reshape how brands are discovered, the role of comms is evolving alongside it. Read the full article: https://bit.ly/4xjnW4l

Should you have a different PR strategy for ChatGPT, Claude and Gemini? 🤖 Maybe not a completely different strategy, but you should understand how each AI platform behaves. In our latest blog, we break down how ChatGPT, Claude and Gemini differ, the sources they rely on and what those differences mean for your comms strategy. Read more: https://bit.ly/3Tr8OmW

You've read the research, and now it's time to put it into practice. The What Is AI Reading? playbook turns our research into practical tactics communications teams can use to improve AI visibility, from auditing your brand's presence in AI answers to creating content AI is more likely to cite. If you're building your GEO strategy, this is a great place to start. Download the playbook: https://bit.ly/4vU6CCc

One of the biggest surprises from our latest What Is AI Reading? research? Perplexity cites YouTube 9x more than its next most-cited source 🤯 As AI assistants increasingly rely on educational video content, tutorials, explainers and product demonstrations are becoming more important for AI visibility. We explore which industries benefit most from YouTube, how different AI models use video and what it means for your GEO strategy: https://bit.ly/3TDwwfJ