Malaysian study finds GEO emerging as new PR battleground

Perspective Strategies has launched its latest white paper, "Navigating Influence in the Age of AI: The Malaysian GEO Perspective", highlighting a shift in how brand visibility and reputation are formed as generative AI platforms increasingly shape how audiences discover and evaluate organisations. The report explores how five major GenAI platforms, ChatGPT, Gemini, Copilot, DeepSeek, and NurAI, interpret and surface information about brands across a range of Malaysian consumer queries.

The study was conducted using standardised prompts in incognito mode, analysing responses across categories such as consumer products, political sentiment, and cultural preferences. Outputs were then compared against official brand narratives to identify patterns in how AI systems construct visibility and credibility.

Findings suggest that traditional SEO alone is no longer enough to secure visibility. Instead, brands are now competing to be understood and recommended by AI systems, signalling the growing importance of Generative Engine Optimisation (GEO) as a strategic discipline.

Several key themes emerged from the analysis:

• AI as the new entry point for brand discovery: The study indicates that generative AI is becoming an early touchpoint in decision-making. Rather than directing users to sources, these platforms synthesise information into direct responses, shaping perceptions before audiences reach official brand channels.
• Visibility driven by validation, not ownership: Findings show that GenAI prioritises clarity, consistency, and third-party validation over brand-owned messaging. Brands that are widely referenced by credible external sources are more likely to surface, while fragmented narratives reduce visibility. As the report highlights, GenAI systems ultimately “reflect content, not truth”, relying on repeated digital signals rather than objective brand quality.
• Confident outputs, uneven accuracy: The study observed that GenAI systems can generate authoritative but inaccurate responses, particularly in categories with limited or ambiguous data. These outputs may be reinforced through continued interaction, introducing reputational risks where misinformation is presented with confidence.
• Feedback loops shaping perception: The findings point to evolving audience behaviour, with users favouring familiar brands, simple narratives, and third-party validation. GenAI amplifies these tendencies by prioritising widely repeated and easily interpretable content, creating feedback loops where visibility reinforces perceived credibility regardless of accuracy.

Rather than focusing solely on message amplification, PR practitioners are increasingly responsible for shaping the broader information ecosystem on which AI systems rely.

The report highlights several implications:

• Narrative gaps will be filled by AI: In the absence of consistent messaging, GenAI will construct its own version of a brand’s story.
• Third-party validation is critical: External sources play a significant role in how AI evaluates credibility.
• Consistency drives visibility: Sustained, coherent messaging strengthens the signals AI systems use to interpret brands.

The study suggests PR functions as a key driver of GEO, ensuring that AI-generated narratives reflect accurate and intended brand positioning.

The paper frames GEO as a structural shift in the operation of influence. In an environment where AI mediates access to information, visibility alone is no longer sufficient. What matters is how a brand is interpreted and represented within AI-generated answers.

The study adds that organisations investing in structured, credible and consistently distributed content will be better placed to shape these outcomes, while those who do not will risk being misrepresented or excluded from AI-driven discovery.