In Episode 3 of So What: The PR Strategy Podcast, CEO Kyle Arteaga sits down with Matt Dzugan, Senior Director of Data at Muck Rack, to unpack one of the biggest shifts facing communicators today: generative engine optimization (GEO) and AI visibility.

Drawing from Muck Rack’s Generative Pulse research, Matt shares what AI models are actually reading, how brands are being cited (or ignored), and why earned media now plays an outsized role in how companies show up inside tools like ChatGPT, Gemini, and Claude. Together, Kyle and Matt explore the surprising power of trade publications, the importance of crawlability, and why promotional content falls flat in AI systems.

They also tackle a long-standing industry challenge: measurement. With AI visibility emerging as a clear, objective metric, is this the moment PR finally gains a KPI the C-suite understands? And if so, how should communicators operationalize it internally?

The takeaway: AI visibility isn’t optional, and the brands that start measuring and acting now will shape the narrative before someone else does.

Produced by The Bulleit Group. For more information, please visit us at bulleitgroup.com or connect with us on LinkedIn. https://www.linkedin.com/company/the-bulleit-group