{"id":9121,"date":"2026-03-03T10:43:52","date_gmt":"2026-03-03T18:43:52","guid":{"rendered":"https:\/\/www.hoffman.com\/?page_id=9121"},"modified":"2026-05-01T13:09:33","modified_gmt":"2026-05-01T20:09:33","slug":"showing-up-in-generative-ai-2","status":"publish","type":"page","link":"https:\/\/www.hoffman.com\/de\/showing-up-in-generative-ai\/","title":{"rendered":"Showing Up in Generative AI"},"content":{"rendered":"\n<h2>\n\t\t\tPain Point\t<\/h2>\n    Showing Up in Generative AI  \n\t<h1>AI hasn&#8217;t just changed how people <em>search<\/em>\u00a0\ud83d\udd0d.<\/h1>\n\t<h3>It&#8217;s changed how they <span class='popover-trigger popover-inline' data-popover-src='https:\/\/www.hoffman.com\/wp-content\/uploads\/2026\/03\/Decide-Rollover.gif'>decide<\/span> .<\/h3>\n\t<p>Your next prospective customer likely isn&#8217;t starting with a list of links. They&#8217;re starting with an answer &#8211; and that answer is quietly shaping the shortlist before you even know you&#8217;re in the running.<\/p>\n\t<h2>Consider the conventional sales funnel from the olden days (2023) when life was simple.<\/h2>\n<figure itemscope itemtype=\"https:\/\/schema.org\/ImageObject\">\n\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.hoffman.com\/wp-content\/uploads\/2026\/03\/Funnel-1.svg\" alt=\"Funnel 1\" height=\"566\" width=\"664\" title=\"Funnel 1\" onerror=\"this.style.display='none'\" loading=\"lazy\" \/>\n\t<\/figure>\n\t<h2>Generative AI changes the game.<\/h2>\n<figure itemscope itemtype=\"https:\/\/schema.org\/ImageObject\">\n\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.hoffman.com\/wp-content\/uploads\/2026\/03\/Funnel-2-update.svg\" alt=\"Funnel 2 update\" height=\"562\" width=\"935\" title=\"Funnel 2 update\" onerror=\"this.style.display='none'\" loading=\"lazy\" \/>\n\t<\/figure>\n\t<ul>\n<li><a href=\"#in-the-real-world\">In the Real World<\/a><\/li>\n<li><a href=\"#why-is-this-happening\">Why is This Happening<\/a><\/li>\n<li><a href=\"#what-good-looks-like\">What &#8220;Good&#8221; Looks Like<\/a><\/li>\n<li><a href=\"#where-we-come-in\">Where We Come In<\/a><\/li>\n<\/ul>\n\t<p>Which takes us to the challenge.<\/p>\n\t<blockquote><p>If AI can&#8217;t confidently pull you into the conversation, you don&#8217;t get discovered. <em>And if it can&#8217;t point to credible sources that back you up, you don&#8217;t gain trust.<\/em><\/p><\/blockquote>\n\t<p>That&#8217;s the &#8220;Earned AI Discovery&#8221; conundrum. Think of it as SEO on steroids or SEOOS &#8211; because we can always use another acronym. \ud83d\ude42<\/p>\n<p>When it comes to generative AI search, visibility isn&#8217;t about &#8220;showing up&#8221; once. It&#8217;s about showing up consistently and being described accurately, supported by trustworthy sources that make you the obvious choice.<\/p>\n<p>Before going further, we believe that the communications function sits in the best position to lead this effort. We call it &#8220;earned discovery&#8221; (= \u00a0a form of Generative Engine Optimization [GEO] and Answer Engine Optimization [AEO]) for a reason. Quality content and landing that quality content in the right places, more than any other variable, determines whether you win at generative AI.<\/p>\n<p>Yes, earned media plays an important role in this equation, but strong media coverage by itself doesn&#8217;t increase discoverability. Your website and other forms of owned media, online forums like Reddit, user-generated content, analyst POVs, and Wikipedia, to name a few, come into play.<\/p>\n<p>In short, winning at earned discovery requires a holistic approach to building your online profile, a capability understood by communications.<\/p>\n<h2  id=\"in-the-real-world\">\n\t\t\tWhat This Looks Like in the Real World\t<\/h2>\n\t<blockquote><p>You seem to be doing everything &#8220;right.&#8221; <em>You have strong PR and marketing, meaningful content and a recognizable brand.<\/em><\/p><\/blockquote>\n\t<p>Yet you still see AI:<\/p>\n<ul>\n<li><em>Recommend competitors when the prompts match your strengths<\/em><\/li>\n<li><em>Mention you vaguely (or incorrectly) without clear positioning<\/em><\/li>\n<li><em>Cite outdated or low-quality sources about your category<\/em><\/li>\n<li><em>Pull from random listicles instead of your best POV<\/em><\/li>\n<li><em>Flatten your differentiation into generic language<\/em><\/li>\n<li><em>Describe your brand like it&#8217;s stuck in the past<\/em><\/li>\n<\/ul>\n\t<p>Ugh!<\/p>\n<p>You can&#8217;t fix what you can&#8217;t see.<\/p>\n<h2  id=\"why-is-this-happening\">\n\t\t\tWhy is This Happening?\t<\/h2>\n\t<p>Generative engines don&#8217;t work like traditional search. They synthesize. They summarize. They stitch together &#8220;truth&#8221; from what they believe is credible &#8211; and what they&#8217;ve seen repeated often enough to treat as reliable.<\/p>\n<figure itemscope itemtype=\"https:\/\/schema.org\/ImageObject\">\n\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.hoffman.com\/wp-content\/uploads\/2026\/03\/Showing-Up-Photo-2.jpg\" alt=\"Showing-Up-Photo-2\" height=\"360\" width=\"1071\" title=\"Showing-Up-Photo-2\" onerror=\"this.style.display='none'\" loading=\"lazy\" \/>\n\t<\/figure>\n\t<p>That means your earned presence now has two jobs:<\/p>\n<ol>\n<li>To get you included in the answer<\/li>\n<li>To get you backed by the sources AI trusts<\/li>\n<\/ol>\n<p>If the sources aren&#8217;t there (or aren&#8217;t strong), you don&#8217;t just miss visibility &#8211; you miss authority.<\/p>\n<h2  id=\"what-good-looks-like\">\n\t\t\tWhat &#8220;Good&#8221; Looks Like\t<\/h2>\n\t<p>Earned AI Discovery isn&#8217;t a nice-to-have. It&#8217;s the new baseline.<\/p>\n<p>&#8220;Good&#8221; is your brand showing up when it should, being described the way you want to be understood, and being supported by credible citations that reinforce your expertise &#8211; across multiple engines, not just one.<\/p>\n<h2  id=\"where-we-come-in\">\n\t\t\tWhere We Come In\t<\/h2>\n\t<p>We help brands measure, decode and improve earned AI discovery so you can stop guessing how AI sees you and start earning visibility that converts.<\/p>\n<p>AI is already telling a story about you. The question is: are you in the answer and are you the source AI trusts?<\/p>\n<p>That&#8217;s what <a href=\"https:\/\/www.hoffman.com\/services\/earned-ai-discovery\/\" target=\"_blank\" rel=\"noopener\">GEDI (Generative Engine Discovery Insights)<\/a> is built for: an earned AI discovery audit that shows how you show up, why you show up and what&#8217;s shaping your narrative.<\/p>\n<figure itemscope itemtype=\"https:\/\/schema.org\/ImageObject\">\n\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.hoffman.com\/wp-content\/uploads\/2026\/03\/GEDI_LI_1.png\" alt=\"GEDI_LI_1\" height=\"1728\" width=\"1380\" title=\"GEDI_LI_1\" onerror=\"this.style.display='none'\" loading=\"lazy\" \/>\n\t<\/figure>\n<figure itemscope itemtype=\"https:\/\/schema.org\/ImageObject\">\n\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.hoffman.com\/wp-content\/uploads\/2026\/03\/GEDI_LI_2.png\" alt=\"GEDI_LI_2\" height=\"1728\" width=\"1380\" title=\"GEDI_LI_2\" onerror=\"this.style.display='none'\" loading=\"lazy\" \/>\n\t<\/figure>\n<figure itemscope itemtype=\"https:\/\/schema.org\/ImageObject\">\n\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.hoffman.com\/wp-content\/uploads\/2026\/03\/GEDI_LI_3.png\" alt=\"GEDI_LI_3\" height=\"1728\" width=\"1380\" title=\"GEDI_LI_3\" onerror=\"this.style.display='none'\" loading=\"lazy\" \/>\n\t<\/figure>\n<figure itemscope itemtype=\"https:\/\/schema.org\/ImageObject\">\n\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.hoffman.com\/wp-content\/uploads\/2026\/03\/GEDI_LI_4.png\" alt=\"GEDI_LI_4\" height=\"1728\" width=\"1380\" title=\"GEDI_LI_4\" onerror=\"this.style.display='none'\" loading=\"lazy\" \/>\n\t<\/figure>\n<figure itemscope itemtype=\"https:\/\/schema.org\/ImageObject\">\n\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.hoffman.com\/wp-content\/uploads\/2026\/03\/GEDI_LI_5.png\" alt=\"GEDI_LI_5\" height=\"1728\" width=\"1380\" title=\"GEDI_LI_5\" onerror=\"this.style.display='none'\" loading=\"lazy\" \/>\n\t<\/figure>\n<figure itemscope itemtype=\"https:\/\/schema.org\/ImageObject\">\n\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.hoffman.com\/wp-content\/uploads\/2026\/03\/GEDI_LI_6.png\" alt=\"GEDI_LI_6\" height=\"1728\" width=\"1380\" title=\"GEDI_LI_6\" onerror=\"this.style.display='none'\" loading=\"lazy\" \/>\n\t<\/figure>\n<figure itemscope itemtype=\"https:\/\/schema.org\/ImageObject\">\n\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.hoffman.com\/wp-content\/uploads\/2026\/03\/GEDI_LI_7.png\" alt=\"GEDI_LI_7\" height=\"1728\" width=\"1380\" title=\"GEDI_LI_7\" onerror=\"this.style.display='none'\" loading=\"lazy\" \/>\n\t<\/figure>\n<figure itemscope itemtype=\"https:\/\/schema.org\/ImageObject\">\n\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.hoffman.com\/wp-content\/uploads\/2026\/03\/GEDI_LI_8.png\" alt=\"GEDI_LI_8\" height=\"1728\" width=\"1380\" title=\"GEDI_LI_8\" onerror=\"this.style.display='none'\" loading=\"lazy\" \/>\n\t<\/figure>\n\t<p>Once we&#8217;ve got the receipts, we can help you act on them &#8211; with the content, comms and earned strategies that move you from &#8220;mentioned&#8221; to &#8220;chosen.&#8221;<\/p>\n<p>For more information about earned AI discovery and GEDI, please reach out to us.<\/p>\n<h3>\n\t\t\tKate Garcia\t<\/h3>\n<h3>\n\t\t\tVice President, Digital\t<\/h3>\n<h3>\n\t\t\tNorth America\t<\/h3>\n<h3>\n\t\t\tTakeo Apitzsch\t<\/h3>\n<h3>\n\t\t\tChief Digital Officer\t<\/h3>\n<h3>\n\t\t\tAPAC\t<\/h3>\n<h3>\n\t\t\tNicolas Chan\t<\/h3>\n<h3>\n\t\t\tChief Strategist\t<\/h3>\n<h3>\n\t\t\tAPAC\t<\/h3>\n\t<p><em>GEDI\u2122 is a proprietary consulting methodology developed by The Hoffman Agency. We built it to solve a specific problem: brands had no reliable way to understand how generative AI systems were representing them, much less what to do about it.\u00a0GEDI\u2122 spans two connected disciplines: strategic communications consulting (including public relations, marketing communications, and brand reputation advisory) and technology consulting that examines how generative AI platforms reference and describe your brand, your competitors, and your category. GEDI is delivered exclusively as a consulting and advisory engagement by The Hoffman Agency. There&#8217;s no software or platform that you need to download. Just our experienced people doing the work, and telling you what it means.<\/em><\/p>\n    <h2>\n            <a href=\"\/solving-business-problems\/\">\n                Solving Pain Points \n              <\/a>\n          <\/h2>\n    <ul id=\"block-nav-29\"><li id=\"menu-item-721\"><a href=\"https:\/\/www.hoffman.com\/global-pr-agency\/\">Multiple Markets<\/a><\/li>\n<li id=\"menu-item-9161\"><a href=\"https:\/\/www.hoffman.com\/showing-up-in-generative-ai\/\" aria-current=\"page\">Showing Up in Generative AI<\/a><\/li>\n<li id=\"menu-item-690\"><a href=\"https:\/\/www.hoffman.com\/talent-acquisition-consultancy\/\">Talent Acquisition<\/a><\/li>\n<li id=\"menu-item-720\"><a href=\"https:\/\/www.hoffman.com\/pr-agency-for-startups\/\">Startups<\/a><\/li>\n<li id=\"menu-item-728\"><a href=\"https:\/\/www.hoffman.com\/brand-innovation-agency\/\">Building the Brand Attribute of Innovation<\/a><\/li>\n<li id=\"menu-item-734\"><a href=\"https:\/\/www.hoffman.com\/tech-stories\/\">Helping Non-tech Companies Tell Tech-led Stories<\/a><\/li>\n<li id=\"menu-item-740\"><a href=\"https:\/\/www.hoffman.com\/b2b-blogging-strategy\/\">The B2B Blog with Zero Traction<\/a><\/li>\n<\/ul>  \n\n","protected":false},"excerpt":{"rendered":"<p>Pain Point Showing Up in Generative AI AI hasn&#8217;t just changed how people search\u00a0\ud83d\udd0d. It&#8217;s changed how they . Your next prospective customer likely isn&#8217;t starting with a list of &#8230;<\/p>","protected":false},"author":1,"featured_media":0,"parent":644,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"footnotes":""},"class_list":["post-9121","page","type-page","status-publish","hentry"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.hoffman.com\/de\/wp-json\/wp\/v2\/pages\/9121","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.hoffman.com\/de\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.hoffman.com\/de\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.hoffman.com\/de\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.hoffman.com\/de\/wp-json\/wp\/v2\/comments?post=9121"}],"version-history":[{"count":0,"href":"https:\/\/www.hoffman.com\/de\/wp-json\/wp\/v2\/pages\/9121\/revisions"}],"up":[{"embeddable":true,"href":"https:\/\/www.hoffman.com\/de\/wp-json\/wp\/v2\/pages\/644"}],"wp:attachment":[{"href":"https:\/\/www.hoffman.com\/de\/wp-json\/wp\/v2\/media?parent=9121"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}