(MENAFN- PRovoke) LONDON - Global agency The Romans has launched its first proprietary software product, Generative Engine Optimisation (GEO) tool Serpent Search.

Serpent Search is designed to help brands understand and strategically influence their presence in Google's AI Overviews (AIOs) and Large Language Models (LLMs), including ChatGPT.

The tool is designed to break AI results from Google and LLMs into actionable insights. It guides users through the sources AI relies on and what it values, decodes what content ranks highly, and recommends which journalists to pitch and which angles to pursue to impact search results.

While Serpent operates as a standalone service, it will be licensed internally across The Romans' global offices and will be used to support agency clients. It will later be available as a subscription service for in-house teams and agencies, with a waiting list now open.

Serpent has been developed by leaders AI engineers working with The Romans' in-house Creative Studio and is led by the agency's executive strategy director, Lucy Hart.

Hart said:“Once we pitched editors. Now we pitch the algorithm. GEO is upending SEO & PR as we know it. Not only do GEOs make it easier for the public to find answers, but Google and ChatGPT have given PRs a heap of power when it comes to infiltrating customer journeys. Google is where 70% of journeys begin and reports suggest 42% of search journeys start on LLMs, it's crucial we leverage PR to infiltrate these essential sources for customers.

“Only PRs have the relationships to turn search engine results pages (SERPs, hence Serpent) into stories via our connections with journalists, who write pieces which will appear in Google and LLM summaries. This is an extremely important development when it comes to influencing purchasing journeys, giving us way more clout to drive commercial objectives.”

The 200-strong agency – which has offices in London, New York, Amsterdam and Dubai – has launched Serpent following a year working with two LLMs that approached the agency for strategic support in the UK. The Romans is also UK agency of record for Open AI.

The Romans CEO Joe Mackay-Sinclair said:“We were getting bored of hearing everyone talk about their AI plans. So we just went and built what the industry needed. Serpent is a revolutionary tool designed to evolve with GEO that instantly levels up PR teams. Simply put, it means our publicists have a ridiculously unfair advantage over the competition before they even pick up the phone to a journalist.”

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