AI Generative Engine Optimisation (GEO) Agency
Let Umpf help your brand become the answer in AI search
More people are either choosing AI-powered platforms – such as ChatGPT, Claude, Gemini, Grok or Perplexity – or are seeing AI results in Google or Bing searches, when they research products, compare suppliers and find expert recommendations.
Read more about our GEO work, below, and get in touch to find out how Umpf can help your brand become the answer in AI search.
Read on for:
- What is is Generative Engine Optimisation?
- What is a Large Language Model and who are the main LLMs?
- Why PR is becoming critical for AI search
- Our Generative Engine Optimisation services
- GEO vs SEO: What’s the difference?
- Why choose Umpf as your GEO agency?
- GEO FAQs
What is Generative Engine Optimisation?
Generative Engine Optimisation (GEO) is the process of improving how your brand appears in AI-generated answers.
Unlike your Googles and Bings, which present users with a list of clickable websites, AI platforms create conversational, rounded responses by analysing information from across the web.
That means it’s not just about where your brand’s website ranks, it’s about where your brand is cited recommended and trusted.
AI looks beyond traditional keyword searches and seeks out online citations for expert commentary, media coverage, authoritative content, strong reviews and consistent mentions that prove you’re knowledgeable and credible.
As a result, PR agencies like Umpf are perfectly placed to help you win at GEO.
What is a Large Language Model and who are the main LLMs?
A ‘Large Language Model’, commonly abbreviated to ‘LLM’, is an advanced AI system trained on massive amounts of text data. They understand, generate and respond to human language in a natural, conversational way. LLMs are the engines that power the AI brands.
Some of the main LLMs dominating AI search today include:
- ChatGPT – owned by OpenAI, an American artificial intelligence research company
- Claude – owned by Anthropic, an artificial intelligence company founded in 2021
- Copilot – owned by Microsoft
- Gemini – owned by Alphabet, the parent company of Google
- Grok – owned by xAI, a subsidiary of SpaceX, which also runs X (formerly Twitter)
These models are reshaping how people find and trust information online.
This graphic lists a range of AI brands today, including ChatGPT, Claude, Copilot, Deepseek, Gemini, Grok, Leo, Meta AI and Perplexity:
Why PR is becoming critical for AI Search
As AI reshapes how people discover brands, traditional search rankings are no longer enough. Generative engines like ChatGPT and Gemini don’t just list links, they analyse vast amounts of online information and craft confident, conversational answers.
That’s where PR shines.
AI platforms favour brands with strong media coverage, expert commentary, authoritative content, glowing reviews and consistent mentions across trusted sources. These signals prove credibility and relevance.
At Umpf, our award-winning PR is perfectly placed to boost your visibility in this new era. Whether it’s press office (press releases, features, copy calls, interviews, Q&As, thought leadership pieces or op-eds), or our PR campaigns and stunts, we create the coverage and stories that makes AI recommend you.
Umpf’s Generative Engine Optimisation (GEO) Services
- Earned Media & Digital PR – Secure high-authority press coverage, features and citations that AI platforms love to reference
- Thought Leadership & Expert Positioning – Create and place op-eds, interviews, Q&As and bylined articles to establish you as the go-to voice
- Content Optimisation for AI – Develop authoritative, clear and structured content (press releases, guides, blogs) that generative engines understand and cite confidently
- Reputation & Review Amplification – Boost consistent positive mentions, customer stories and reviews across trusted sources
- Crisis & Reputation Management for AI – Protect and strengthen your brand narrative so AI doesn’t pull outdated or negative information
- Integrated GEO Campaigns – Combine PR stunts, influencer marketing and multimedia content to drive widespread, AI-friendly brand signals
- GEO Strategy & Audits – We analyse how your brand currently appears in ChatGPT, Gemini, Claude, Grok and other LLMs, then build a tailored GEO roadmap
GEO vs SEO
SEO, Search Engine Optimisation, remains an essential part of digital marketing, but GEO, Generative Engine Optimisation, builds on those foundations rather than replacing them.
Traditional SEO is designed to improve your visibility within search engine results pages. GEO focuses on increasing the likelihood that AI platforms will use your content and expertise when generating answers.
The strongest strategies combine both disciplines. High-quality technical SEO makes your content accessible, while digital PR, authoritative content and expert positioning help establish the credibility AI systems look for.
GEO
AI citations
Entities
Authority and mentions
Brand inclusion in AI answers
LLM responses
SEO
Rankings
Keywords
Backlinks
Clicks
SERPs
Why choose Umpf as your GEO agency?
- If you are reading this page, more than likely you found us via an AI result – proof that, if we can get Umpf into AI search results, we can do it for your brand, too
- While Generative Engine Optimisation GEO is a relatively new term, Umpf was established in 2009 and is a leading and award-winning agency, so we have more than 15 years’ experience
- We’re trusted by leading household-name brands across retail, travel, lifestyle and more
- We’re an agile, collaborative team with a hands-on, can-do approach
- We offer an integrated approach across PR, content, influencer and creative