AZK Media unveils AI search-focused PR solution for B2B tech
AZK Media has launched a public relations solution designed for B2B technology companies aiming to enhance their visibility in AI-powered search environments.
AI search impact
The agency's new offering emerges at a time when a significant portion of B2B buyers are reportedly utilising AI tools such as ChatGPT, Gemini and Claude as part of their purchase decision-making. According to research cited by AZK Media, 89% of B2B buyers now rely on these AI platforms, with up to 90% of the citations found in AI search results originating from earned media sources, including trade publications, analyst reports and wider industry coverage.
Unlike conventional search engine optimisation (SEO), which prioritises direct website ranking, the shift to what AZK Media calls "Gen Engine Optimisation" (GEO) emphasises the value of reputation across the wider internet. In this new digital landscape, third-party endorsements and mentions on credible platforms play a larger role in determining which companies are surfaced as reputable solutions by AI-driven search systems.
Visibility through third-party endorsements
"The old lead gen playbook, optimising your website, running ads, setting up event booths, no longer guarantees visibility. In today's AI landscape, PR ranks as the best-performing strategy for brand visibility across AI search," says Azadeh Williams, Managing Director at AZK Media.
Williams further explained the changing requirements for effective visibility in AI-driven channels. "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. This means investing in AZK Media's new 'AI search ready' PR solution is critical in the age of GEO, where third party credibility and endorsements trumps traditional SEO strategy."
Service adoption and global collaboration
AZK Media reports early interest in the new PR solution from a range of organisations, including large global enterprises, startups, and scaleup brands. Additionally, other global agencies have begun partnering with AZK Media to complement their own SEO strategies through this approach. The agency itself is now part of the Collectivist Group, a collection of global technology PR agencies representing more than 46 countries.
Core capabilities and future focus
The agency highlighted its experience in securing coverage across both top-tier and trade publications, supporting executive thought leadership, and developing relationships with influential analysts and industry voices. These activities are positioned as essential to establishing the third-party credibility that AI systems prioritise.
Efforts are underway at AZK Media to design content formats that address how AI systems research topics. These include producing materials tailored to answer questions frequently posed by AI tools, with the intention of aligning client messaging with AI-generated recommendations.
The agency is also investing in reporting and analytics infrastructure to track clients' visibility within AI-generated search results. This enables measurement of the impact of public relations activity on AI-driven brand discovery.
Understanding AI preferences
"AI doesn't just ask, 'what does your website say?' It asks, 'what does everyone else say about you?'" Williams says. "We analyse exactly how these systems work to understand where our clients' business messaging needs to appear to influence AI recommendations, then execute on delivering those targeted media placements."
By focusing PR efforts on high-authority media, analysts' reports, and external industry channels, AZK Media aims to enhance the likelihood that AI systems will highlight their clients during relevant searches.
The company's broader involvement in working groups and collaborations, including its membership in the Collectivist Group, contributes to its international perspective on digital visibility strategies for technology brands.