Australia – AZK Media, the B2B public relations and marketing agency, has launched a new strategic PR solution to boost B2B tech companies’ brand visibility across new AI search tools.
The service reflects the growing role of AI in purchasing decisions. In a research cited by AZK Media, 89% of B2B buyers now use tools such as ChatGPT, Gemini, and Claude to inform their choices. A separate study also found that up to 90% of citations made by these platforms are drawn from earned media sources, including trade publications, analyst reports, and industry coverage.
Unlike traditional search engine optimisation, which focuses on website rankings, “Gen Engine Optimisation” (GEO) involves building a company’s reputation across a wider range of channels. AI-driven platforms scan for third-party validation across the internet, making coverage in credible media outlets and industry forums a key factor in whether a business appears in AI-generated recommendations.
“The old lead gen playbook, optimising your website, running ads, and setting up event booths, no longer guarantees visibility. In today’s AI landscape, PR ranks as the best-performing strategy for brand visibility across AI search,” said Azadeh Williams, managing director at AZK Media.
“If you want prospects to discover your solution in AI results, you need more than keywords; you need credible endorsements on the right third-party channels. This means investing in AZK Media’s new ‘AI search ready’ PR solution is critical in the age of GEO, where third-party credibility and endorsements trump traditional SEO strategy,” she added.
The agency’s new AI search-ready solutions have already drawn interest from large global enterprises, startups, and scaleups, as well as international agencies partnering with AZK Media to complement their SEO strategies. AZK Media has also joined the “Collectivist Group,”, a network of global technology PR agencies spanning more than 46 countries.
The firm has long specialised in securing top-tier trade publication coverage, positioning executives as industry commentators, and building relationships with analysts and thought leaders. These core PR strengths directly translate into stronger AI search authority and positive brand sentiment.
In addition, AZK Media is developing new content formats tailored to how AI systems source and interpret information, creating resources that directly address the types of questions prospects pose to these tools. The agency has also invested in advanced reporting and tracking capabilities to measure client visibility in AI-generated search results.
Williams explained, “AI doesn’t just ask, ‘What does your website say?’ It asks, ‘What does everyone else say about you?’ We analyse exactly how these systems work to understand where our clients’ business messaging needs to appear to influence AI recommendations, then execute on delivering those targeted media placements.”
