Edelman Unveils Tool To Help Brands Shape Their Presence In AI Search

(MENAFN- PRovoke) NEW YORK - Edelman has rolled out a new offering aimed at helping brands manage the growing reputational risks posed by AI-generated search. The tool, called GEOsight, is designed to help companies shape how they're portrayed in responses generated by platforms like ChatGPT, Gemini and Microsoft Copilot - where misinformation, outdated content, and omission are becoming bigger problems.

With large language models now reaching more than a billion users each month, Edelman says brands can no longer rely on traditional SEO or paid placements to stay visible. Instead, visibility in AI-generated results increasingly depends on third-party mentions, authoritative content and media coverage - making earned media more important than ever.

“You can't buy your way to the top of an AI-generated answer,” said Brian Buchwald, Edelman's global chair of AI and product.“If brands don't take an active role in shaping how they appear, they risk being misrepresented or left out entirely.”

GEOsight includes diagnostics to assess a brand's presence and accuracy across LLMs, along with tools for content optimization, narrative monitoring, and misinformation response. Edelman says the approach has already been used with clients across several industries, with early results showing gains in visibility and sentiment.

The launch comes amid growing concern over how generative platforms handle facts - and the speed at which bad information can spread.“Traditional tools aren't built for this,” said Mirza Germovic, Edelman's SVP of AI and product.“This is about showing up with credibility in an environment where getting it wrong carries real risk.”

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