Azk Media launches strategic PR solution to capitalise on AI-driven B2B search evolution

Australian B2B PR agency Azk Media introduces ‘Gen Engine Optimisation’ (GEO), a new approach prioritising third-party credibility to enhance brand visibility in an era where AI-powered search tools increasingly influence buyer decisions, reshaping the future of B2B marketing strategies.

AZK Media, an Australian-based B2B public relations and marketing agency, has introduced a new strategic PR solution designed to enhance brand visibility for B2B tech companies in the evolving landscape of AI-powered search tools. The initiative comes as AI technologies such as ChatGPT, Gemini, and Claude become increasingly entrenched in buyer decision-making processes, with AZK Media citing research showing that 89% of B2B buyers now utilise such tools when considering purchases. Unlike traditional search engine optimisation (SEO) that prioritises website rankings, this new approach—termed “Gen Engine Optimisation” (GEO)—focuses on enhancing a company’s reputation across a diverse range of credible third-party channels. This shift reflects the reality that AI-driven search systems rely heavily on earned media sources, including industry publications and analyst reports, to form their recommendations.

Azadeh Williams, managing director of AZK Media, explained that traditional visibility methods such as optimising websites, digital advertising, and event marketing booths no longer guarantee discovering opportunities in AI-driven searches. She emphasised that “if you want prospects to discover your solution in AI results, you need more than keywords; you need credible endorsements on the right third-party channels.” AZK Media’s solution is positioned as critical in the current “age of GEO,” where third-party validation and media endorsements have become more influential than classic SEO strategies.

The agency’s offering has already attracted attention from a broad spectrum of companies ranging from global enterprises to startups, as well as international agencies seeking to augment their SEO strategies. Furthermore, AZK Media has joined the Collectivist Group, a global network of technology PR agencies operating in over 46 countries, to strengthen its global reach. Historically, AZK Media has specialised in securing high-profile trade publication placements, positioning executives as thought leaders, and fostering relationships with industry analysts, activities that now serve to bolster AI search authority and improve positive brand sentiment.

Acknowledging the changing nature of information consumption in the AI era, AZK Media is developing new content formats explicitly tailored to the ways AI systems retrieve and interpret data. This includes creating resources that directly address the queries potential buyers pose to generative AI tools. To support this, the agency has invested in advanced reporting and tracking systems designed to measure and report on client visibility within AI-generated search results. Williams stated, “AI doesn’t just ask, ‘What does your website say?’ It asks, ‘What does everyone else say about you?’ We analyse exactly how these systems work to understand where our clients’ business messaging needs to appear to influence AI recommendations.”

Supporting the relevance of AZK Media’s new approach, industry research underscores the growing prevalence of generative AI in the B2B buying journey. A Gartner survey conducted in mid-2024 found that 45% of B2B technology buyers use generative AI tools like ChatGPT to support their purchase decisions, with 27% considering these tools their most valuable source of information. However, Gartner’s VP analyst Derry Finkeldey cautioned that an over-reliance on generative AI could lead to buyer regret, as those who relied heavily on these tools were more inclined to make less satisfactory deals.

Further research from Forrester indicates that up to 90% of B2B buyers already employ generative AI tools such as ChatGPT, Perplexity, Gemini, and Meta AI in their research processes, with increasing numbers expected to embrace these tools soon. This trend is reshaping the B2B buyer’s journey, compressing what was once a multi-month process into significantly shorter decision cycles. Industry observers note that buyers now conduct comprehensive research long before engaging sales teams, with some studies showing buyers are 70% through their evaluation process by the time they first contact vendors, having often spent eight months conducting independent research—much of it powered by AI tools.

These changes carry profound implications for marketing and sales strategies, particularly in the B2B SaaS sector. Marketing experts warn that the prominence of generative AI disrupts traditional attribution models and demands new approaches to content visibility. As one industry analysis points out, generative AI has made content visibility the new battleground, with brands needing to ensure their positive, credible presence across third-party channels to influence AI recommendations effectively.

This evolution of buyer behaviour is evident across various B2B sectors, including manufacturing, where buyers use detailed AI queries to source highly specific supplier qualifications within seconds. Yet, many companies remain unrecognised if they are not visible through credible third-party endorsements. This underscores the urgency for businesses to adapt to AI-driven search behaviours and prioritise reputational marketing strategies over mere website optimisation.

The rapid integration of generative AI in the B2B purchasing process signals a seismic shift in how vendor visibility is achieved, compelling companies to rethink their PR, marketing, and content strategies to remain competitive. AZK Media’s AI search-ready PR solution aims to help companies navigate this transformation by leveraging earned media and third-party credibility, which are becoming pivotal in shaping AI-driven buyer recommendations and, ultimately, purchase decisions.

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Source: Noah Wire Services