The End of 'Google It': Why Organisations and Leaders Must Master Generative Engine Optimisation

Blog post by Emily Broadmore

While hosting a PRINZ workshop last week I used the term ‘Google it’ with the group, before feeling a sense of nostalgia for a phrase which will soon be obsolete. It is a term that defined my generation, and just like ‘Xerox it’, this phrase is going to fast become extinct. I asked the group instead to ‘AI themselves’, or their organisations, via any AI tool they currently prefer, and I did this because AI tools are quickly changing the way brands and profiles are shaped, and how the world discovers and evaluates reputation. 

With this change comes a fundamental recalibration of how influential leaders and brands approach their digital presence. The question is no longer what Google shows -it's what AI systems communicate about your leadership and reputation when stakeholders, investors and decision-makers seek insight into who you are and your capabilities. 

 Generative Engine Optimisation – the new reputation driver 

While SEO battles for clicks, GEO commands something far more valuable: authoritative presence in the digital world, ideally with third party validation rather than your own channels. As communications strategists, this new shift requires discipline and intent to ensure the narrative we want to tell the world is one that will be picked up and prioritised by AI models. 

The dynamics for marketing and media relations have shifted dramatically. 

AI systems don't reference your website directly or prioritise your blogs and newsletter content. Instead, they synthesise what credible third parties write about your leadership and impact. This means they prioritise earned media (media stories you haven’t paid to have published), whether it is a mention in an article or a long form opinion piece of thought leadership. Your strategic affiliations and reputational context within your sector is now the critical third party that demonstrates your influence your sector. 

 These AI-generated insights are important – because as the first snapshot of your digital footprint it can impact procurement decisions, board evaluations, executive searches and public understanding about your, or your organisations, brand and reputation. 

What this means for leaders 

For leaders navigating complex stakeholder environments, GEO is shaking things up in reputation management. At Heft, we've moved from asking 'What does Google show?' to understanding 'What do different AI’s say about [our client]?'. And unlike a single Google search, this applies across multiple AI tools that your customers and audience will increasingly rely upon. And it is constantly changing. 

The means of influencing AI results is more complicated than simply churning content out to create a digital footprint. To improve and drive your reputation in the AI era, you require an understanding of how AI systems synthesise information and what signals carry the greatest weight in shaping authoritative responses about your leadership. And then you need media relations experts to help you land earned media with validated third parties.  

That’s where Heft comes in. 

Heft's Strategic Approach 

Thought leadership is a strength area of ours, and AI systems reward the authentic thought leadership. Your existing investments in earned media, industry positioning and stakeholder engagement create the foundation for a strong presence in AI-generated insights.  

When you work with Heft to support reputation and brand management, we start with three critical questions: 

• How do AI platforms currently characterise your leadership and strategic impact? 

• Which third-party signals and references are shaping these automated assessments? 

• What can we do to change/enhance the story that AI tools present when your audience seeks information about your capabilities/brand? 

Are you a high-impact leader ready to shape how AI systems represent influence? Let’s talk about GEO strategy that aligns with your broader leadership objectives. 

Together, we ensure your leadership narrative reflects the strategic impact you deliver.