The event took place on September 3 at the ČTK Press Center . The discussion covered how to build trust in the AI environment, through its practical use in companies, to the question of how artificial intelligence works with brand information today.
From visibility to credibility
Patrik Schober, managing partner of PRAM Consulting , opened the topic of relationship capital as a long-term asset. He reminded that relationship capital is primarily based on long-term relationships with customers, employees, partners, media and communities. It is these relationships that help companies grow in the long term and at the same time strengthen their resilience. However, in the age of AI, the environment in which reputation and trust are built is changing .
In addition to traditional SEO and PR, GEO (Generative engine optimization) is coming, which addresses what resources language models use and how individual brands, services or products are recommended . Artificial intelligence does not rely only on traditional media when searching for information about brands, but also combines expert sources, websites, communities, forums or user reviews . This makes a network of independent recommendations and long-term relationships increasingly important for companies.
There is no one universal GEO strategy
The topic was continued by Magdalena Horánska , CEO of NEWTON Media , who presented how this change can be specifically captured through the AI Visibility Audit . NEWTON Media’s experience shows that there is no one universal GEO procedure. Each industry and brand has different sources of information from which AI draws , and their identification can reveal new opportunities for communication – from professional websites to specific experts to Reddit discussions or user reviews.
„From our dozens of audits, we know that no two GEO strategies are the same. For narrow fields, company websites can be an important source, while for popular topics, language models hardly go there. The audit will show us what sources the AI draws on about the brand, which experts or reviews it perceives, and where, on the contrary, communication needs to be strengthened.“ – Magdalena Horánska, CEO NEWTON Media
AI as an assistant, not a replacement
Artificial intelligence (not only in PR) does not replace human work, but expands their possibilities. This was shown by Zuzana Holá, Director of Communications at Vodafone , who presented specific examples of how the company is gradually implementing AI into its work processes. According to her, relationship capital and AI are not opposites. AI can function as a supporting tool that helps communication, building relationships and caring for target groups to be better and more meaningful . At the same time, it expands the circle of people with whom companies communicate – more and more people are turning to AI even with common questions and needs. All speakers at the PR Brunch agreed that at the end of this chain there is always a person who is responsible for the final outputs and communication.
How AI is changing the work of PR specialists
The subsequent panel discussion also addressed the ethics of using AI, the transformation of the work of PR specialists, the way AI enters everyday life, and the influence of online reviews on how language models perceive a brand. Petr Orálek, Director of Strategy and Development at ČTK , who introduced the GEO tool as part of the Protext service in January , this time showed its use in practice with specific results and case studies.
PR work is changing. Relationships remain.
One of the main messages of the 28th PR Brunch was clear: AI is changing the environment in which communication takes place, but it is not changing its foundation . It is important to think about public relations in its full scope, not just in its segment of media communication. Trust, relevance and quality relationships remain key. However, today we also need to think about how these relationships and reputation are perceived not only by humans, but also by artificial intelligence.
Frequently asked questions
GEO, or Generative Engine Optimization, is an approach focused on the visibility and correct display of brands, products, and services in the responses of generative AI tools.
SEO focuses primarily on visibility in search engines. GEO also deals with how AI tools understand a brand, how they describe it, and what sources they draw on about it.
AI tools are becoming an important way to find information. How AI describes a brand and what sources it uses can therefore influence how people perceive it.
One option is the AI Visibility Audit, which analyzes how a brand appears in AI responses and what resources or information are associated with it.
