The news: A growing cohort of companies is helping brands optimize their generative engine presence, ensuring that content surfaces in queries from consumers seeking recommendations and new products.

Here are some of the players we’re watching.

Next PR: Brands looking to launch product announcements or release new information should prioritize visibility in generative engines to get the word out: 95% of AI citations come from non-paid media, per Muck Rack.

To help with that, Next PR offers an AI Optimization Services suite that can:

• Customize media outreach that increases discoverability in large language model (LLM) search results.
• Audit websites and provide generative engine optimization (GEO) recommendations.
• Analyze when and how often brands are appearing in AI outputs, as well as where competitors are appearing.

Parcel Perform: Once content has been published, brands need to assess their ranking in AI results and whether they’re being indexed at all. To tackle this, Parcel Perform launched its AI Commerce Visibility platform in beta.

The platform will:

• Evaluate whether AI agents trust a company’s delivery, post-purchase, and return promises.
• Monitor performance and purchase intent on major platforms like ChatGPT, Perplexity, Google Overviews, and DeepSeek—by country, market, and language.
• Benchmark presence on AI platforms against competitors with a visibility score.
• Provide an actionable plan to improve optimization, with recommendations on assets like product listings and website structure.

Geostar: With a plan in place to optimize for GEO, companies can deploy Geostar’s tools and use AI to court AI. It works directly with individual firms and provides analytics and insights to ad agencies to help them support clients’ GEO efforts.

Geostar can:

• Autonomously optimize content and generate new pages informed by insights gathered from its broader customer base using agentic AI embedded into client websites.
• Monitor bot activity to track which web crawlers are accessing site content and which assets perform best among different AI models.

The first capability is especially valuable for keeping content fresh, a key factor in surfacing within AI outputs: Nearly three-quarters of pages cited by ChatGPT were updated within the past 12 months, per AirOps, and just 1 in 5 commercial citations went to content older than a year.

What marketers should do: Consider your brands’ strategic goals—whether it’s driving conversions or boosting visibility of web content—and identify the GEO partners that best align with them. As genAI tools become more mainstream for consumer discovery, proactive optimization is key to stay relevant and manage reputation in AI outputs.