As generative AI becomes the “front door” to information, the sources that feed these models are shaping brand perception in real time. More than 89% of AI-generated answers cite earned sources—such as media coverage, expert commentary, and third-party recommendations—making them one of the most powerful drivers of visibility today.
In this conversation, Greg Galant, CEO of Muck Rack, and Matt Dzugan, the company’s Senior Director of Data, will explore why GEO is quickly becoming a critical part of how brands are discovered, and why CCOs are uniquely positioned to lead the way. Unlike SEO or paid strategies, GEO thrives on credibility, authority, and timeliness, the very strengths of the communications function. They'll share data from their Generative Pulse: What is AI Reading report in which they analyzed over a million links cited by LLMs including ChatGPT, Gemini and Claude.
Following Greg and Matt’s remarks, we’ll open the floor for a candid member-to-member discussion. This session will help you make the case to your CEO, position earned media at the center of AI-era discovery, and integrate GEO into a broader digital marketing and narrative strategy.