Edelman has introduced GEOsight, an 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 with the aim of enabling companies to influence how they are represented in AI responses by optimising earned and owned content for visibility, accuracy, and trustworthiness, as LLMs prioritise authoritative content over paid placements.
“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.”
“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, Edelman is making sure our clients lead, not get left behind, in this transformational moment.”
Edelman has already implemented GEO strategies with select clients across industries, including B2B tech, consumer goods and Sector - Financial services.