PR Insights Series: Crafting Content Optimized for AI, and for Humans

This is the second part in our AI Insights for PR Professionals and Communicators series, following up on the article on AI content strategy . Making Your Content Visible in the Age of AI Search As PR professionals, we’ve long known the importance of content ranking well in search engines, but in 2025, the rules have changed. With the rise of AI-powered search engines and large language models (LLMs) like ChatGPT, Copilot, Perplexity, Google Gemini and DeepSeek, visibility depends on more than keywords, meta descriptions and backlinks. To stay visible and relevant, brands and communicators must embrace Generative Engine Optimization (GEO) – a strategy that ensures content is not only discoverable by AI but surfaced in searches and cited by LLMs in AI-generated answers. Crucially, however, to build brand trust while optimising for AI, content must still resonate with human readers. How Do You Create Content Optimized for Both AI and Humans? 1. Write for Humans First, Then Optimize for AI The leading AI models are trained on content written by humans. They like clarity, coherence, and credibility – qualities that matter to the human audience Use a conversational tone that’s also refl