October 2, 2025
Picture this: A top engineer checks out your company with an AI chatbot before applying. The bot surfaces an old lawsuit and dated Glassdoor chatter. None of your recent awards, leadership changes or DEI work is included. In under a minute, the candidate bails. You never even knew you were in the running.
As AI answer engines proliferate, Generative Engine Optimization (GEO) is the practice of crafting trustworthy, well-structured content that LLMs can understand and cite. As candidates increasingly form first impressions of employers through AI, these seven data points show why GEO belongs in every PR plan.
1. Job seekers are already using AI to vet you.
Four in 10 candidates (40.7%) say they use tools like ChatGPT, Perplexity or Gemini during their job search. If your employer-brand pages aren’t clear and current, assistants will summarize someone else’s version of your story.
2. AI assistants are already sending real traffic.
AI platforms drove about 1.13 billion referral visits in June 2025, up 357% year over year. When your content is quotable and sourced, assistants link to it.
3. Reporters are using generative AI at work.
An Associated Press study found 70% of surveyed journalists and newsroom leaders said their organizations used generative AI by late 2023 – shaping how companies and claims are vetted.
4. Community information shapes perception.
Eighty-five percent of U.S. adults say local news outlets are important to their community’s well-being, including 44% who call them extremely or very important. Your local narrative – and how AI summarizes it – directly affects community relations.
5. Investors expect visible AI discipline – and disclosures.
Investor pressure to accelerate AI has jumped to 90%, and 93% of business leaders say their generative AI investments have strengthened competitiveness. Institutional investors also want clearer company AI disclosures; around 70% say third-party assurance would increase trust in statements about AI investments and use.
6. B2B buyers are using generative AI to research vendors.
Eighty-nine percent of B2B buyers have adopted generative AI and name it a top self-serve information source at every stage of the buying process.
7. Google’s AI Overviews now frame a meaningful share of queries.
AI Overviews appeared on 13.14% of U.S. desktop searches in March 2025, up from 6.49% in January – a fast shift in where audiences first “meet” your brand.
Now zoom back to that candidate who bailed after a one-minute chat. Think about how your brand might show up for customers, investors or media. Your most important stakeholders are using AI to learn – and to make decisions – about your company. If AI responses are incomplete or outdated, you’re starting every conversation in a hole.
Dix & Eaton’s GEO Audit helps you take control of that information by showing how your story appears across leading LLMs, where you’re cited (or missing) and the fastest fixes to improve reputation, recruiting and investor confidence. Sign up in October and receive 20% off our top two tiers.
Ready to find out what AI is saying about your brand? Visit our GEO Audit webpage and sign up for the GEO Audit, or connect with me to get started.
