Generative Engine Optimisation, or GEO, was still a side conversation in communications measurement. This year, at the AMEC Global Summit 2026 in Dublin, held from 19–20 May, it was firmly on the main agenda.
Why AI Broke Siloed Measurement And What Comes Next
If 2025 taught us anything, it's that we need to look at change through two distinct but interconnected lenses: the technology, AI platforms and tools that are accelerating exponentially and us, the humans, whose behavior in searching, consuming, and processing information has been fundamentally transformed.
Generative AI Is Changing the Game — But Not the Fundamentals
Audiences now turn to ChatGPT, Gemini, and Perplexity for information. They receive synthesized answers that feel comprehensive and authoritative — often without ever clicking through to our carefully crafted content. This changes how reputation is formed and where visibility matters.
Rethinking Communication Measurement in the Modern Landscape
The communications landscape today bears little resemblance to its past. Artificial intelligence now shapes content creation and distribution, emerging platforms continue to transform audience engagement, and sophisticated data analytics
Are You Chasing Shiny Numbers or Driving Real Value?
Are You Chasing Shiny Numbers or Driving Real Value? Learn how engagement metrics, social media metrics, and the AMEC Integrated Evaluation Framework can help assess the true impact of your PR campaign.
