Pead launches new service to help brands influence AI answers

Leading communications agency Pead has launched a new service to help brands take control of how they show up in AI generated answers.

 

Pead’s launch comes on the back of independent research revealing nearly half (48%) of New Zealanders under 45 already use AI tools when researching a business, product or service[1].

Furthermore, a third of this group have changed their opinion of a business based on the information provided by an AI tool.

Impacting how AI represents a brand is an emerging field called generative engine optimisation (GEO) or sometimes known as answer engine optimisation (AEO) or AI search.

While there is debate around the terms and exactly what they represent, they are all focused on one thing: Influencing what shows up in AI answers.

Pead partner and GEO / AEO specialist Jack Wheeler says this is one of the most important developing fields in marcomms, especially with AI search predicted to surpass traditional search by 2028[2]: “Like it or not, the reputation of brands and individuals are currently being influenced by the algorithms of ChatGPT, Copilot, Gemini and other generative AI platforms. This should be a core focus for business and marketing leaders. AI’s impact on consumers will only continue to grow.

“At Pead, we’ve spent a lot of time learning about GEO / AEO and everything that goes into AI algorithms. AI answers can be influenced if you understand the right levers to pull. We’re already working with our clients to change the answers to the questions their key audiences are asking.”

While optimising your website and owned content is an important place to start, close to 90% of citations come from third-party online resources you don’t have control over[3].

Says Wheeler: “The real key to influencing AI answers is getting your brand and key messages represented across a wide range of authoritative outlets including traditional media, social networks, industry platforms and many others. This is an area Pead has excelled at for more than two decades.

“Pead is best known for its PR work, but we’ve also been building our digital division for the past ten years. Having both communications and technical experts puts us in the best position to achieve GEO / AEO success for our clients.”

Pead’s GEO / AEO offering includes audits, workshops and advisory support.

The company has developed a free downloadable guide available here: Five insights business and marketing leaders should know about GEO / AEO.

Pead is also partnering with the Trans-Tasman Business Circle (TTBC) to create the Corporate Affairs Circle, a new professional community designed exclusively for in‑house corporate affairs leaders.

This Circle will bring together corporate affairs professionals from across New Zealand for bi‑monthly virtual briefings, curated to deliver sharp insights, fresh thinking, and practical guidance on the issues shaping our operating environment.

Each session will feature expert speakers and real‑world perspectives on the topics influencing reputation, risk, and organisational leadership today.

The first session is focused on influencing AI and is hosted by Wheeler.

Participation is free for all in‑house corporate affairs professionals. These sessions are invitation only, with expressions of interest registered here.

[1] Octopus Research commissioned by Pead, October 2025

[2] https://www.semrush.com/blog/ai-search-seo-traffic-study/

[3] Muck Rack’s Generative Pulse Report, July 2025

 

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