Remember when PR “missed the boat” on SEO? For years, search specialists led the charge while the PR industry played catch up.
Well, the next boat is already boarding – and this time it’s powered by AI.
People aren’t just Googling anymore. Increasingly, they’re asking generative AI platforms like ChatGPT, Google Gemini and Microsoft Copilot about brands, products and trends. Instead of scrolling through pages of results, they’re expecting an instant answer – and trusting what AI tells them.
That shift has given rise to a new discipline: Generative Engine Optimisation (GEO).
So, what is GEO?
Here’s the simple version:
- SEO is about climbing to the top of search results.
- GEO is about making sure your brand gets included in the answers AI gives back.
In other words, it’s not just about being seen – it’s about being spoken about.
Why this matters for PR
Here’s the exciting bit: when platforms such as ChatGPT are asked about brands, they rely heavily on earned media. Research shows that around 61% of the content AI generates about major brands comes from editorial sources – and when it comes to areas like trust and value, that figure climbs as high as 72%.
In other words, the articles, features, and expert commentary we work so hard to secure for clients aren’t just shaping public opinion anymore. They’re shaping what AI itself says about brands.
For home and garden brands, that could mean the difference between AI suggesting your outdoor dining set when someone asks “what’s the best furniture for a small patio?” – or leaving you out altogether.
What PR teams can do right now
The good news is that you don’t have to start from scratch. GEO builds on the strengths PR already has – storytelling, credibility and trusted media relationships. Here are a few easy steps to get started:
- Take a peek at your AI presence – start by asking ChatGPT or Gemini what they know about your brand and your competitors. What comes up? Are your hero products mentioned? Do your brand values shine through? If AI leaves out your latest collection or sustainability credentials, that’s a signal you’ve got work to do.
- Prioritise credible coverage – AI trusts the same outlets people do, so one good feature can really move the needle. For home and garden brands, that might be a story in Gardeners’ World or Homes & Gardens, or even a shoutout in the lifestyle pages of a national newspaper – the kind of coverage people (and AI) actually notice.
- Write the way people talk – Think about how customers actually phrase their questions: “what’s the best sofa for a small living room?” or “which plants are low maintenance for a shady garden?” AI mirrors those natural queries, so your content should too. Keep it clear, useful and free from jargon.
- Keep your facts tidy – product ranges, store locations, sustainability credentials – all of these matter. Make sure they’re consistent everywhere, from your website and press releases to retail listings and Wikipedia. AI spots (and amplifies) inconsistencies.
- Make content work harder – got a new garden trends report? Don’t stop at the press release. Spin it into a blog post, a social media series or Pinterest infographic. The more touchpoints your content has, the more opportunities AI has to find and share your story.
The bottom line
Generative AI isn’t the future, it’s already here. 70% of people are using it every day to research products, get advice and find out about brands. For PR, that’s not something to worry about – it’s something to get excited about.
Ignore it, and other teams will grab the opportunity. Jump in, and we can make sure home and garden brands are seen in the best light, accurately represented and actually useful to the people asking the questions.
At the end of the day, GEO is just about managing your reputation in a new way – and that’s exactly what PR does best.
Feeling a bit daunted by all this? Don’t worry – that’s where we come in. We help home and garden brands get noticed for all the right reasons, with PR that actually works and reaches the people who matter. Get in touch and let’s have a chat about how we can help tell your brand’s story.
