Why GEO Matters for Change-Driven Organisations
In the age of AI, Generative Engine Optimization (GEO) determines whether a message is remembered or erased.
POLELE’s Founder & Director was recently featured in PRmoment, contributing to a debate on whether GEO is good for public relations.
Viya explored what GEO means for the future of visibility, influence, and authenticity.
She said:
“For mission-driven brands and organisations, GEO is a frenemy. It offers opportunities, but it also poses a structural threat.
”If LLMs are trained on outlets that dominate reach, mission-led organisations face a double bind. They already struggle to cut through; their absence in the sources GEO prioritises risks writing them out of the future altogether.
”This is not just about visibility. It is about influence. As AI systems scale, the gap between those with the resources to dominate narratives and those driving genuine impact will widen. The language of ‘purpose’ is already being co-opted by industries that cause harm. If GEO continues to learn from them, it will reinforce their framing and further marginalise authentic voices.
”The reality is that generative AI is here to stay, and as it continues to reshape search, GEO is mission critical. Organisations working for societal good need strategies that make their values and evidence visible, credible, and consistently present in the sources shaping tomorrow’s AI outputs.
Otherwise, ‘purpose’ will not be defined by those building solutions, but by those accelerating the problems.”
The message is clear. For mission-led organisations, GEO is not a technical curiosity. It is an urgent strategic priority. As generative AI increasingly filters how information is surfaced, only those consistently present in the right ecosystems will shape future narratives.
At POLELE, we help change-driven organisations protect their relevance and ensure their voice is heard in the arenas where tomorrow’s AI is learning. If you want to understand how to make GEO work for your mission, we would love to talk.
Read the full article here: GEO: PR friend or foe? - PR Moment
