#Japan #Generative AI #Tokyo #Dentsu PR Consulting #GEO Project

Dentsu PR Consulting Unveils the GEO Research Project

In the rapidly evolving landscape of generative AI, Dentsu PR Consulting, based in Minato Ward, Tokyo, has launched a collaborative research initiative with Dentsu Digital, aims to delve into the links between media exposure and generative AI responses. This project, termed the GEO (Generative Engine Optimization) Research Project, seeks to enhance brand awareness and support optimal brand building by addressing the unique challenges posed by the generative AI era.

As generative AI technology becomes increasingly prevalent, consumers are encountering company and product information not only through traditional channels like search engines and news websites but also through interactions with generative AI systems. This shift marks a significant change for companies aiming to accurately understand how these systems perceive and articulate their brands. Thus, there is a growing need for businesses to optimize their information dissemination strategies to ensure that their narratives are correctly recognized and referenced by generative AI sources.

Objectives of the GEO Project

Jointly leveraging expertise from Dentsu PR Consulting in PR strategy and media relations, alongside Dentsu Digital's skills in digital marketing and data analysis, the GEO project aims to break new ground beyond conventional PR practices and SEO frameworks. The initiative will analyze how media exposure impacts the responses generated by AI and establish new KPIs for measuring PR and marketing effectiveness in the era of AI.

Project Steps

The GEO project will be conducted through several structured steps:

1. Current Situation Assessment
The project will begin with a thorough assessment of both the company's and its competitors' media exposure. This will include a quantitative and qualitative analysis of relevant media outlets, themes, tones, and evaluations. Additionally, the extent and nature of mentions of the company’s products or services on major generative AI platforms will be visualized to create a comprehensive picture of the current state.

2. Relationship Analysis
Researchers will then investigate which types of media exposure are most likely to be cited as sources by generative AI. This analytical phase aims to clarify how traditional PR activities correspond with recognition and understanding within AI environments.

3. Information Dissemination Design
The core of the project involves designing information dissemination strategies that ensure the correct interpretation and treatment of corporate information by generative AI. The plan includes creating cohesive narratives that resonate with the AI while ensuring these messages align with the company's official communications.

4. Effectiveness Measurement and Continuous Improvement
Beyond established media exposure metrics, new indicators will be developed to gauge mention rates and how the company information is recognized and referenced within AI frameworks. This will facilitate ongoing refinements to the PR and marketing efforts tailored to the changing landscape influenced by AI responses.

Future Directions

Dentsu PR Consulting and Dentsu Digital are committed to pursuing optimal solutions for corporate communication in the generative AI age. They aim to continuously share insights and research findings while actively developing next-generation solutions that maximize brand and product value in a rapidly changing market environment.

About Dentsu PR Consulting

Established in 1961, Dentsu PR Consulting is a specialized PR firm within the Dentsu Group. It has supported numerous corporations, governments, and organizations as strategic partners in reputation management. Through data-driven analysis and content development based on insights, Dentsu aims to contribute to social innovation alongside its clients. The firm has been recognized for its excellence in the PR field, winning several awards, including the 'Japan Consultancy of the Year' in 2009 and 2015 and 'North Asia Consultancy of the Year' in 2018 from PRovoke Media.

As the digital landscape continues to evolve, innovative approaches like the GEO research project signify a strategic commitment to leveraging new technologies for enhanced corporate communication.