Three Communication Practices to Strengthen AI Visibility

Audience journeys are shifting dramatically. AI has become an early filter in the decision-making process as people increasingly use ChatGPT, Gemini and Copilot for research, rarely leaving those tools to visit a website. Beehive discussed this shift in our recent AI Visibility AMA, outlining the impact of changing search behaviors on how organizations gain attention and credibility. 

AI visibility, also known as GEO or AEO, reflects how your organization appears in AI-generated answers. AI responses draw from across your communication ecosystem, including your website, earned media, thought leadership, reviews, rankings and other third-party sources. Communicators need to understand how those signals shape reputation in AI-generated answers. 

The following practices can help communicators strengthen AI visibility while reinforcing the communication fundamentals that already drive trust and bolster reputations. 

1. Understand the channels that matter most for your organization

There’s no universal channel mix that will improve AI visibility. Health care organizations, for example, may benefit from authoritative medical publications. Professional services firms may rely on analyst reports, speaking opportunities and earned media. Consumer brands may see that reviews, Reddit discussions or industry rankings dramatically shape AI responses in their industry. 

With that in mind, communicators should first identify the sources AI consistently references for their industry, organization and competitors. The following questions can help identify high-value channels unique to each organization:  

• Which publishers or websites do AI tools reference most often? 

• Which awards, rankings or directories influence recommendations? 

• Where are competitors earning visibility that your organization is missing?

An AI visibility audit can answer these questions and provide context for organizations to prioritize the channels that create the greatest impact. A regular audit can help organizations develop their AI strategy over time, rather than chasing rapidly evolving AI trends.

2. Assess and evolve your content strategy 

Even if your content is showing up on high-value channels for AI visibility, that content won’t resonate with audiences without clear brand positioning.  

Communicators can get a better sense of how your brand positioning shows up within AI search tools by reviewing:  

• What AI says about your organization 

• Whether AI’s description of your organization aligns with your brand narrative, positioning and strategies 

• If AI recommends your organization against competitors 

Communicators should focus on publishing content that demonstrates expertise in formats that are easy for both people and AI systems to understand, including: 

• Original thought leadership that reflects organizational expertise 

• Case studies that demonstrate measurable outcomes 

• Frequently asked questions that address real customer concerns and comments 

• Clear topic pages that reinforce brand positioning 

• Content supported by earned media, speaking engagements, awards and credible third-party validation 

Bottom line: Don’t over-focus on creating content just for AI. Aim to develop useful, trustworthy messaging in channels frequently used by AI search tools and your target audience. 

3. Establish clear ownership and accountability 

AI search and visibility touches communication, marketing, digital strategy, SEO, brand, customer experience and executive leadership. So, who in the organization owns it? 

Ideally, one business team or leader provides strategic direction while coordinating efforts across functions. This embeds AI visibility into existing communication strategies and plans in a cohesive, integrated way. 

Communicators may be responsible for AI-related areas like: 

• Monitoring AI visibility trends 

• Coordinating measurement and reporting 

• Sharing insights across marketing, communication and digital teams 

• Using insights to direct future content plans 

Start with strategy, not technology 

While AI visibility will continue to evolve at a rapid pace, organizations can invest in clear brand positioning and high-quality, credible content that earns trust across select channels. 

Communicators have an opportunity to shape how AI introduces their organizations to the world. Now is the time to understand your current visibility, identify the highest-impact opportunities and build an intentional strategy that evolves alongside AI. 

Learn more about AI visibility 

Beehive Strategic Communication helps organizations understand how they appear in AI-powered search and develop practical strategies to strengthen visibility. 

• Explore our AI Visibility services.
• Read more about how AI is reshaping search, traffic and lead generation and what that means for communicators.
• Learn more in this blog post about how AI adoption can become a catalyst for stronger trust and adoption when organizations practice clear and consistent communication.