Generative AI is becoming the front door to information, and the rules of visibility and influence are being rewritten in real time. For agencies, this is not only disruption, it is opportunity.
Our Hold the Front Page report with Purposeful Relations finds that earned media from trusted journalistic sources is now the single most powerful influence on how AI models describe and recommend brands. News coverage has become structured data for machines, the stories you place today are the inputs shaping tomorrow’s AI generated answers.
From SEO to GEO, a new frontier
Search changed everything. SEO became a specialist craft, while PR adapted slowly. Today we are at another crossroads. GEO unites storytelling with machine logic. It is not about gaming systems, it is about teaching AI what credibility looks like, with recency, relevance, and reputation carrying the most weight.
Agencies are perfectly positioned to lead. Influencing AI requires authentic storytelling, factual precision, reputation management, and consistent distribution across credible outlets, exactly the skills great PR and comms teams already bring. GEO adds a layer of structure and verification so that content is readable by people and machines.
Building algorithmic equity
Brands that earn strong, positive, and frequent coverage in reputable media are far more likely to be recommended inside AI platforms. PR output does not just shape perception, it shapes the answers machines give. Agencies that help brands achieve consistent, high quality editorial visibility are building algorithmic equity, one credible citation at a time.
Why 72Point
72Point bridges the gap between brand ambition and media authority. Our network and editorial expertise deliver mass media coverage in trusted sources, which is exactly what generative engines reward. We help partners future proof their reputation strategies by combining creative storytelling, credible journalism, and GEO ready distribution.
The next wave of influence will not be bought, it will be earned, structured, and surfaced by AI. Agencies that recognise this will become indispensable partners to brands navigating the generative era. The opportunity is now, and we are perfectly positioned to help you seize it.
If you’d like to discuss this further, drop me a line paul.billingham@72point.com