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At Muck Rack’s Generative Pulse Summit, communications leaders from People Inc., Zeno and Qualcomm discussed how measurement must evolve in an era dominated by AI search systems that generate direct answers rather than driving users to webpages.
Traditional public relations metrics like unique visitor counts and impressions are becoming less meaningful because AI tools answer questions using information drawn from across the web without requiring page visits. Instead, the panel emphasized Generative Engine Optimization (GEO)-focused measurements such as share of voice in AI outputs, visibility across language models, narrative consistency, and brand sentiment in generative responses.
Panelists said PR teams are in early stages of defining these new metrics and benchmarking them internally. They also highlighted the importance of helping broader teams understand what these measures mean for real outcomes, and viewing the shift as an opportunity for PR to demonstrate impact in a changing digital landscape.
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