AI keeps advancing fast, and it’s becoming a core driver of communication, content, and strategy. In Q2 2025, we saw generative AI move from buzzword to baseline, with updates that are reshaping how people search, how brands show up, and how communicators make decisions. The tools we use are getting smarter. The rules are shifting. And the strategies that work are changing fast. Whether you’re optimising for generative search, fine-tuning your prompts, or navigating AI disclosures, these developments are already influencing how we build credibility, connect with audiences, and earn attention.
Here’s what’s trending, and what it means for your work.
1. GEO: Earning Visibility Inside AI Answers
Generative Engine Optimisation (GEO) is the next big thing in digital visibility. Unlike traditional SEO, GEO focuses on helping your brand appear in the answers generated by tools like ChatGPT, Gemini, Perplexity, and Google AI Overviews.
These platforms don’t show links, they generate responses based on trustworthy, well-structured content. GEO prioritises clarity, structure, and credibility – clean headers, accurate quotes, trusted sources, so AI models read and use your content in real-time answers.
To improve visibility:
• Be consistent: Ensure brand names, executive bios, and messaging match across platforms.
• Use structure: Headings, summaries, and clean formatting help AI read and use your content.
• Prioritise quality coverage: Authoritative outlets (.gov, .edu, major publishers) carry more weight in generative engines.
• Audit regularly: If you’re not surfacing, check formatting, citations, and metadata.
Why it matters: Your content may influence people without driving clicks. GEO helps secure share of voice – even when there’s no search results page.
2. Prompt Smarter: Get Better Answers, Faster
When it comes to working with generative AI tools like ChatGPT, Claude, or Gemini, the quality of your results depends heavily on the quality of your prompt. A good prompt doesn’t just ask a question, it sets up the right conditions for a useful, relevant, and clear response.
Here’s how to get smarter results with every prompt:
1. Start with a role
Frame the assistant’s perspective. For example:
“You’re a PR strategist preparing a media briefing.”
“Act as a communications lead writing an internal memo.”
Setting the context this way helps guide tone and depth.
2. Provide background
Even a sentence or two about the brand, goal, or audience makes a huge difference.
“We’re targeting journalists in the healthcare sector.”
“The client is an NGO working on climate communication.”
3. Be specific about structure and output
Mention what you want the result to look like.
“Create 3 LinkedIn post options, each under 300 characters.”
“Write an outline for a blog post with H2 headers and short intro copy.”
4. Try a few-shot prompt
AI tools perform better when you give an example to mimic:
“Here’s a style we like – can you adapt it for a different topic?”
Few-shot prompting is especially useful when consistency or brand voice matters.
5. Iterate, don’t settle
It’s okay to adjust and retry. Add clarification, ask the AI to make it “less formal,” “more concise,” or “aligned with our tone.” These tools get better as you go.
Bonus tip: Save and reuse prompt templates. Over time, you’ll build a playbook that speeds things up – from executive Q&A prep to measurement report summaries.
3. Q2 Tool Updates You Should Know
🔹 ChatGPT SharePoint Integration:
ChatGPT now integrates with SharePoint, enabling it to understand and summarise your organisation’s internal content – helping comms pros draft FAQ pages, briefings, and internal newsletters quicker and more accurately.
🔹 ChatGPT Projects:
The feature allows users to create multi-step workflows with memory, structure, and versioning. Perfect for ongoing campaigns or building templates across teams. It also handles longer context and keeps tone consistent, great for brand-sensitive outputs.
🔹 Gemini 2.0 Flash:
Google’s new lightweight model is faster and supports multimodal inputs. It’s ideal for quick turnarounds – summary images + copy, with performance similar to bigger models but less latency.
🔹 Claude Nano:
Anthropic released a smaller Claude model trained on recent data. It’s efficient and value-driven, perfect for quick Q&As, drafting pitches, and clinching clarity on earned vs owned media.
🔹 Perplexity AI Updates:
This quarter, Perplexity improved citation transparency – highlighting sources in outpu, and added more industry news filters. Now you can ask: “Which global PR measurement studies were published last month?”
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These trends highlight the growing maturity of AI, where it’s not just about exploring new capabilities, but also optimising existing solutions and navigating complex ethical landscapes. As AI continues to expand, keeping an eye on these trends will be crucial for staying ahead of the curve. Subscribe to our newsletter for the latest insights, tools, and trends in AI, tailored for PR and communications professionals.
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