For Security.World readers, where trust, authority, and accurate information are paramount, understanding how Generative AI (GAI) is rewriting online visibility is no longer a marketing trend—it is a business necessity.
This webinar, titled “How AI Is Rewriting Online Visibility And Why PR Holds The Key,” is hosted by Bubble Agency’s Veronique Froment and features Simon Douglas (Founder of Curated, former Google) and Tom Hastings (Founder of Beta Shift). The session cuts through the hype surrounding generative AI to explain its real-world impact on PR, marketing, and brand visibility.
Designed for organisations operating in high-trust sectors such as security, the discussion highlights how search behaviour is shifting away from traditional keyword-based SEO towards authority-driven visibility shaped by AI-powered discovery engines.
From SEO To Authority-Driven Discovery
Industry experts explain how foundational SEO tactics are being replaced by the urgent need for credible, authoritative content. Visibility is no longer defined by simple rankings but by entity optimisation and consistent brand storytelling across the web. For security firms, this change reinforces the importance of demonstrating E-E-A-T (Experience, Expertise, Authority, and Trust) to remain a cited source on complex and sensitive topics.
The speakers outline how organisations must move from keyword obsession to building recognised brand entities that AI systems can confidently reference in response to user queries.
Understanding GEO And Entity Optimisation
The webinar demystifies Generative Engine Optimisation (GEO) and Entity Optimisation, explaining how Large Language Models (LLMs) determine which sources are considered trustworthy. These systems prioritise signals such as certainty, factual consistency, and third-party validation.
Participants learn why trade media, industry review platforms, and expert forums now hold greater influence than isolated website optimisation. This insight is particularly relevant for security brands seeking authoritative placement in AI-generated responses.
Why PR Is Now A Strategic Imperative
Rather than replacing SEO, AI has elevated the role of PR as the foundation of sustained visibility. High-quality media coverage, consistent messaging, and credible editorial mentions form the backbone of a defensible digital presence.
The session addresses how organisations can correct inaccurate AI summaries, strengthen brand reliability, and establish measurable strategies for long-term visibility in a rapidly evolving search environment.
Key Takeaways For Security Professionals
Security organisations can turn the AI revolution into a competitive advantage by aligning PR strategy with AI visibility principles. By focusing on trust-building, authoritative content placement, and brand consistency, firms can position themselves as reliable sources for critical security information.
This shift ensures brands remain visible, credible, and influential as AI continues to redefine how information is discovered and consumed.
Bubble Agency specialises in integrating core disciplines including PR and social media, digital and traditional marketing, media buying, branding, messaging, and event management, delivering global campaigns from its UK and US offices. The agency is known for helping brands strengthen authority, credibility, and long-term visibility in highly competitive industries. https://bubbleagency.com
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Frequently Asked Questions (FAQs)
What is Generative Engine Optimisation (GEO)?
GEO refers to the process of optimising content and brand presence so that AI-powered engines and LLMs recognise and prioritise it in generated responses.
Why is PR more important than SEO in the AI era?
PR builds third-party validation, authority, and credibility, all of which AI systems prioritise when determining trusted sources.
How does AI impact online brand visibility?
AI shifts discovery from keyword rankings to entity recognition, requiring brands to focus on trust, consistency, and authoritative presence across the web.
Who should attend this webinar?
Marketing professionals, PR specialists, and security industry leaders looking to future-proof visibility and authority in the AI-driven digital landscape.