AI Search and GEO for Communicators
January 22nd
10 AM - 3 PM (Eastern Time, US & Canada)
About the Event
AI Search and GEO for Communicators
10 am - 3 pm (Eastern Time, US & Canada ) I 16:00-21:00 (CET)
AI search is rapidly changing how people find information—and how reputations are formed, tested, and compared in real time.
Instead of scrolling through pages of results, people now ask tools like ChatGPT, Claude, and Copilot a direct question and receive a single answer: a short explanation, a comparison, or a recommendation. In that moment, your organisation is either clearly mentioned and trusted—or it is missing, misunderstood, or quietly replaced by a competitor.
By the end of 2026, AI-powered search is expected to overtake traditional search as the primary way people look for answers, credibility signals, and recommendations.
For years, communications teams focused on getting to the first page of Google through earned media, thought leadership, executive visibility, and strong messaging. AI search works differently. There is no ranking list—only one response.
This highly practical virtual workshop helps communications professionals understand how AI search works, what Generative Engine Optimisation (GEO) really means, and how communications teams can actively shape how AI tools describe their organisation.
GEO is not about technical tricks or gaming algorithms. AI tools summarise the public story of your organisation using signals that communications teams already influence—media coverage, reviews, explainer sources, industry content, and your own published materials. This workshop shows you how to bring those signals together so AI can explain your organisation clearly, accurately, and with confidence.
Why Attend
Communications has always shaped reputation. Now it also shapes how AI explains organisations out loud.
As AI tools become the first stop for questions, communications teams directly influence:
- Whether an organisation is mentioned at all
- How clearly it is explained
- Which proof points are used
- How it is compared to competitors
If your narrative is clear and credible, AI search can amplify it.
If it is fragmented or vague, AI will expose that faster than traditional search ever did.
This workshop gives you the clarity, language, and practical tools to take control of how your organisation shows up in AI-generated answers—before others define the story for you.
What You Will Learn
By the end of the workshop, you will be able to:
- Explain AI Search and GEO in plain English, and how it differs from Google search
- Understand why AI answers omit, hedge, or misrepresent organisations
- Create an AI-ready “source of truth” that clearly defines who your organisation is, who it serves, and why it matters
- Identify the key questions people ask AI about your category—and where communications can influence the answers
- Build a clear comparison narrative so your organisation is positioned accurately and fairly
- Test how your organisation appears across multiple AI tools and assess gaps or risks
- Leave with a practical, realistic plan to improve visibility, trust, and accuracy in AI search
Only
14days
3hours
17min
UNTIL THE EVENT
Speakers
Peter Heneghan Former Deputy Director of Digital Communications, 10 Downing Street
Agenda
How AI Search Works—and Why It Changes Communications
- From Google rankings to single-answer responses
- What AI tools look for when forming answers
- Why reputation signals matter more than ever
Understanding Generative Engine Optimisation (GEO)
- What GEO really is (and what it is not)
- The communications signals AI relies on
- Where most organisations are exposed or unclear
How AI Sees Your Organisation Today
- Why AI omits, hedges, or misrepresents brands
- Common reputation gaps revealed by AI search
- Hands-on testing across AI platforms
Creating an AI-Ready Source of Truth
- Defining your organisation clearly and consistently
- Aligning messaging across owned, earned, and third-party sources
- Ensuring AI can summarise your story accurately
Shaping Comparison and Category Narratives
- How AI compares organisations
- Positioning your organisation fairly and credibly
- Reducing the risk of being replaced by competitors in AI answers
Turning Insight into Action
- A simple framework to improve AI visibility and trust
- Practical next steps for communications teams
- How to embed GEO thinking into everyday communications work
