The way people search for information is changing.
Instead of scrolling through pages of search results, more consumers are turning to AI-powered search tools such as ChatGPT, Google AI, Gemini and Perplexity to answer questions, compare products and recommend businesses. This shift means that brands need to think beyond traditional SEO and start considering Answer Engine Optimisation (AEO) – ensuring their business is visible, trusted and recommended by AI.
According to Salesforce, AI and autonomous agents influenced 20% of all retail sales during the 2025 holiday shopping season, accounting for $262 billion in spending. As AI continues to shape purchasing decisions, improving your AI visibility is becoming just as important as ranking well on search engines.
What is Answer Engine Optimisation (AEO)?
Answer Engine Optimisation (AEO) is the process of improving your online presence so AI-powered search engines and answer engines can better understand, trust and reference your business when responding to users’ questions.
Unlike traditional SEO, which focuses on ranking webpages, AEO is about building brand authority, creating helpful content and earning trusted third-party recognition. AI platforms look for businesses that consistently demonstrate expertise, credibility and authority across the web.
Why PR Matters More Than Ever
AI doesn’t simply recommend the businesses that shout the loudest. It looks for information from trusted publications, respected websites, expert commentary and reputable sources.
That’s why strategic PR is becoming an essential part of any AI search optimisation strategy.
Every piece of media coverage, expert quote, thought leadership article and press release helps strengthen your online authority. Combined with high-quality content and consistent messaging, PR provides the credibility that AI systems increasingly rely on when generating answers and recommendations.
Introducing Spa PR’s AI Visibility & AEO Service
At Spa PR, we’ve combined our expertise in storytelling, reputation management and media relations with an AI-first approach to help wellness businesses improve their AI visibility and strengthen their AI authority.
Whether you already have an in-house marketing team or work with an external SEO agency, our service complements your existing activity by creating the trusted content and authoritative media coverage that supports both search engines and AI-powered search.
Our services include:
AI Visibility Audit
We analyse how your business currently appears across AI-powered search platforms, identify opportunities for improvement and benchmark your visibility against competitors.
Keyword & Question-Led Content Creation
We create blogs, website copy and articles that answer the questions your customers are already asking, making your content easier for AI to understand, summarise and reference.
Brand Messaging & AI Authority
We’ll work closely with you to define the topics and expertise you want your business to be known for, ensuring consistent messaging across your website, media coverage and marketing materials.
AI-Friendly Press Releases
Our press releases are written with both journalists and AI in mind, using clear structure, authoritative messaging and relevant context to maximise visibility and understanding, whilst still keeping the human interest.
Expert Commentary & Thought Leadership
We position your leadership team as trusted industry experts through proactive media opportunities, bylined articles, interviews and thought leadership campaigns that build long-term brand authority.
Data-Led Digital PR Campaigns
Original research, surveys and industry insights don’t just generate media coverage—they create valuable information that journalists, search engines and AI platforms are more likely to reference.
Executive Profile Building
From LinkedIn thought leadership to speaking opportunities and media interviews, we help establish your senior team as recognised experts within your industry.
AI Visibility Monitoring
We track how your brand appears across AI-generated search results and identify opportunities to strengthen your online authority over time.
The Future of Search is Already Here
AI is changing how customers discover businesses, but one thing hasn’t changed: people still trust credible brands with genuine expertise.
AI is changing how brands are discovered, but one thing remains the same: trust matters. By combining strategic PR, authoritative content, thought leadership and media coverage, Spa PR helps businesses improve their AI visibility, strengthen their online reputation and build the authority needed to succeed in the next generation of search, ensuring your business is not only visible online but recognised as a trusted source worth recommending.
Is your wellness business ready for AI-powered search?
- Ready to improve your AI visibility and attract more visitors to your website?
- Ready to build the authority that helps AI recommend your brand?
- Ready to future-proof your marketing with a PR strategy designed for the age of AI?
Get in touch with Spa PR today and discover how our new AI Visibility & Answer Engine Optimisation (AEO) service can help your business become the trusted brand that customers—and AI—choose first.