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New offering helps brands influence their presence in generative search and stay ahead of misinformation New approach to earned-first optimization, helping brands maintain accuracy, authority, and trust in AI-powered discovery

New York, NY (May 21, 2025) — As the rise of AI-powered platforms upend how audiences discover information, ������today announces the launch of GEOsight, a distinct offering designed to help brands manage their presence in AI-generated search results. 

GEOsight, short for Generative Engine Optimization, reflects Edelman’s next major investment in AI innovation: enabling companies to influence how they are represented in AI responses by optimizing earned and owned content for visibility, accuracy, and trustworthiness. With LLMs now prioritizing authoritative content over paid placements, GEO is quickly becoming an essential capability for marketers and communicators. 

“You can’t buy your way to the top of an AI-generated answer,” says Brian Buchwald, Edelman’s Global Chair of AI and Product. “In a world where visibility is earned, not paid, brands must proactively shape how they appear in LLM outputs or risk being misrepresented, misunderstood, or missed entirely.” 

GEOsight will leverage Edelman’s deep expertise in earned media, proprietary trust analytics (including its proprietary Trust Stream platform powered by ), AI-driven content strategy, and crisis and misinformation response capabilities—anchored by Edelman’s Counter Disinformation Unit—to deliver an unmatched solution for clients navigating this new frontier. 

Key Capabilities of Edelman’s GEOsight: 

• Baseline Visibility Audits: Proprietary diagnostics to assess brand visibility, accuracy, and sentiment across top LLMs like ChatGPT, Gemini, and Copilot.
• Earned-First Optimization Strategy: Strategic media placement and content structuring to improve brand citation in high-authority sources.
• AI-Optimized Content Frameworks: Tailored formats that align with how LLMs crawl and synthesize information.
• Crisis Monitoring & Misinformation Safeguards: Real-time tracking of emerging narratives and reputational risks across generative platforms.
• Performance Reporting: Continuous optimization through sentiment analysis, keyword visibility, and model influence tracking via Edelman’s DXI team. 

“Traditional SEO principles don’t apply in AI-generated search,” says Mirza Germovic, Edelman’s SVP of AI & Product and architect of GEOsight. “GEO requires a fundamentally different approach—one rooted in authority, earned media, and trust signals. With GEOsight, ������is making sure our clients lead, not get left behind, in this transformational moment.” 

������has already implemented GEO strategies with select clients across industries including B2B tech, consumer goods, and financial services—yielding measurable gains in brand visibility and sentiment across AI search results. 

Why Now: 

• LLM-powered platforms now reach over 1.3 billion monthly active users, rapidly overtaking traditional search engines.
• Earned content drives 90% of visibility in AI-generated answers, displacing pay-to-play models.
• Misinformation, outdated references, and lack of visibility are becoming core reputational risks in the AI age. 

������debuted its GEOsight offering to clients earlier today during the seventh installment of its popular AI Webinar series.

To learn more about GEOsight, and how GEO strategies are redefining brand discovery in the generative AI era get in touch with Edelman’s AI team.