Authored by Seyhan Ayel, Managing Partner, OptimoreGroup
By 2027, one of the biggest GEO challenges for brands may be appearing in AI-generated answers that misrepresent them. AI-powered search is already changing how people discover and evaluate brands.
Challenges of AI Powered Search
In McKinsey’s US consumer survey, half of respondents said they intentionally seek out AI-powered search, while 44% of users described it as their primary and preferred source of insight. McKinsey also found that, in many cases, a brand’s own websites account for just 5% to 10% of the sources AI search references.
That changes the communications challenge.
A brand may appear frequently in AI-generated answers yet still be associated with outdated positioning, an incomplete account of its strengths or a category that no longer reflects its business. Visibility alone does not ensure that a brand is accurately represented.
Consumer Trust of AI Results
BCG reports that 60% of consumers say they trust AI-generated results. As those answers increasingly shape brand perception, communications teams will need to examine both how often a brand appears and what is being said about it.
The next phase of generative engine optimisation (GEO) is likely to place greater emphasis on narrative accuracy: which attributes AI consistently associates with a brand, which evidence it highlights and where its descriptions diverge from the company’s current positioning and demonstrable strengths.
For communications teams, this means identifying the sources behind those descriptions and addressing outdated information, missing evidence and inconsistent messaging across the wider information ecosystem.
By 2027, “Are we visible?” may need to be followed by a more consequential question: “Are we being understood correctly?”
2027 Prediction Articles
- 2027 Predictions eBook for Public Relations & Communications
- 2027 Predictions: The New Discoverability Economy: When AI Answers Instead of Search Engines
- 2027 Predictions: When Output Gets Cheap, Judgment Gets Valuable: The Independent Agency Advantage
- 2027 Predictions: What Does AI Believe About Your Brand? Reputation Management’s Next Frontier
