By S’phindile Kabwe Garcer
I’ve spent a portion of my PR career chasing the “blue link” – that coveted top position on a Google search page that agencies have promised clients for years. Entire strategies were built around keywords, backlink strategies and click-through rates. Visibility meant success, and success meant appearing first in search results. But recently I’ve had to acknowledge that the ground beneath it is shifting.
In 2026, the concept of “search” as we know it is changing rapidly. People are no longer clicking through multiple websites to piece together an answer. Instead, they ask AI and expect the response to be correct the first time. Whether the question is asked through ChatGPT, Gemini, Copilot or another specialised assistant, the digital scavenger hunt is largely over.
For those of us working in PR, this creates a new responsibility. We must think carefully about how information about our clients feeds into the systems that generate those answers. The conversation is shifting from SEO (Search Engine Optimisation) to GEO (Generative Engine Optimisation). Instead of simply being discoverable, brands now need to be recognised as credible sources of information.
While the terminology sounds technical, the implications are deeply human. In the traditional search environment, links functioned as signals of credibility. The more links pointing to a site, the stronger its perceived authority. In the emerging GEO landscape, citations and trusted references carry greater weight.
When someone asks an AI system, “Which South African company is leading the charge in ethical finance?”, the system does not simply identify who has used the word “ethical” the most. Instead, it looks for credible signals. Which companies have been quoted in respected publications? Whose data is referenced by financial media? Which organisations maintain a consistent voice across reputable platforms? AI is not simply locating a website. It is identifying the most authoritative source.
This shift changes the way brands and PR teams measure impact. The familiar question – “How much coverage did we get this month?” – becomes less meaningful in an environment where AI systems filter out noise.
For clients, this means moving beyond vanity metrics. Large volumes of lower-tier coverage no longer carry the influence they once did. Remaining visible requires investing in genuine thought leadership and credible insights. Brands need to position themselves as trusted sources of knowledge so that when AI summarises an industry, their voice forms part of the answer.
For consultants, the role is evolving from distributor to strategic curator. Our responsibility is no longer simply placing stories. We are helping shape a digital footprint that builds authority over time through research, credible media relationships and meaningful insight.
Remaining relevant in this environment requires focusing on authenticity and substance. Unique data helps organisations become primary sources when journalists cite their research. Stories rooted in real experiences resonate more strongly than generic corporate language. Quality coverage in respected publications now contributes more to credibility than large volumes of low-value mentions.
This transition may feel uncomfortable because it reduces the emphasis on metrics such as clicks and impressions. Yet it strengthens the core purpose of PR: building credibility and trust. The challenge now is not trying to outsmart algorithms. It is teaching AI why our clients matter. Because in a world where machines deliver the first answer, if AI does not recognise your brand, many people may never encounter it at all.