How does generative AI change brand perception?

The key takeaway that ran through the entire discussion was that generative AI now fundamentally shapes how companies are perceived. In PR, it is no longer sufficient to focus solely on the information people read about a brand on websites or in the media. Increasingly, it is the responses generated by language models that form first impressions, build trust, and influence overall reputation.

We also agreed that Generative Engine Optimization (GEO) and Agentic Engine Optimization (AEO) are not concepts of the future. They are already a reality — and one that brands need to actively work with today.

What We Discussed at PR Brunch

On behalf of Eurowag, the company we had the honor of representing at the event, Milan Fiala took the stage. He focused on how language models work with corporate information — and why, in many respects, they are more demanding than traditional search engines.

One important point was that many fundamentals remain unchanged:

• Core principles of technical SEO

• Core principles of content SEO

• Core principles of off-page SEO and online brand authority building

At the same time, there are areas where our approach to online marketing and SEO needs to evolve:

• Measuring SEO and GEO performance is shifting from visits to impressions and visibility

• Optimization for search engines is giving way to optimization for users

Simply put: strong SEO fundamentals should continue to form the backbone of modern SEO, GEO, and AEO work. However, practices that once worked well in traditional SEO are often no longer sufficient in the context of AI-driven systems. This is exactly the approach we apply in our work on the Eurowag website.

Why Eurowag’s GEO approach makes sense

From Eurowag’s perspective, GEO is a very natural topic. It is a company that takes a long-term view of digital marketing, works with data, and understands that trust and information consistency are now critical. This is also why we truly appreciate the opportunity to speak on behalf of Eurowag at such an event and to share hands-on experience from practice.

Our thanks go not only to the organizers from PRAM, led by Patrik Schober, but also to the partners ČTK Connect, NEWTON Media, and Marketing & Media. We would also like to thank the other panelists — Lucie Geislerová (NEWTON Media) and Hany Farghali (PPF) — for an open and highly valuable discussion.

Interested in learning more about organic visibility in the age of AI? Read on.

Looking to kick-start GEO for your own project? Get in touch.