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Collaboration between Multiply and Hybrid
Two players are developing an AI agent that helps companies analyze their AI visibility.Transition from SEO to GEO and AIO
AI search requires content to be structured and credible to be seen effectively.GEO agent functions
The agent analyzes visibility, identifies content gaps, and provides suggestions for improvement.The importance of AI visibility for PR
Businesses need to understand how they are portrayed in AI search to build long-term digital trust.AI platform Multiply has partnered with PR network Hybrid to further develop the platform towards the needs of the PR industry. One of the first solutions is a GEO agent that helps companies analyze how well they are visible in AI search and provides concrete recommendations to strengthen visibility.
As more and more people search for information via AI services like ChatGPT, Perplexity, Gemini and other AI agents The digital visibility playing field is changing. Businesses no longer need to think only about how they rank in traditional search engines, but also about how they are understood, summarized, and recommended in AI-generated answers.
To meet this development, The AI platform Multiply has entered into a collaboration with PR network Hybrid. Together, they have further developed Multiply's platform for the needs of the PR and communications industry and developed specialized AI agents that help communicators work more strategically, data-driven and efficiently. 
One of the first agents is a GEO agent, based on Generative Engine Optimization. The agent analyzes how well a company, brand or organization is visible in AI search. It tests how AI services find, interpret and highlight information from the company's website and then provides concrete suggestions on how content, structure and messaging can be improved to increase visibility.
– PR has always been about trust, relevance and credibility. This becomes even more important as people increasingly get their answers directly from AI agents. Brands need to understand whether they are included in the answers, how they are described and what they can do to become more visible and accurate in AI searches, says Karin Backlund, PR consultant and founder of Hybrid, who has been driving the development of the GEO agent.
From SEO to GEO and AIO
Search engine optimization, or SEO, has long been a central part of digital communication. But when AI services summarize information for the user, the logic changes. Visibility is no longer just about ranking high in a list of links, but about being understood, cited, and recommended by AI systems.
This is where concepts like GEO, Generative Engine Optimization, and AIO, AI Optimization, become increasingly important. For companies and organizations, this means that their own website, press room, expert content, product information and editorial texts need to be clear, structured and credible enough to be captured by AI services.
– Many companies have invested significant resources in building visibility in Google, but have not yet started to analyze how they are visible in AI search. This is a rapidly growing part of communication work. For the PR industry, it is particularly relevant, since AI visibility is largely based on credible information, clear messages and strong own channels, says Magnus Wretblad, CMO at Multiply.
The GEO agent can, among other things, help companies to:
- analyze how well the company is visible in AI search
- identify gaps in your own web content
- see how AI services describe the company, offering or area of expertise
- get suggestions on how content can be structured for better AI visibility
- strengthen your own website's role as a source in a changing search landscape
- Prioritize PR and communications efforts that build long-term digital authority
Hybrid is a network of experienced consultants who help companies and organizations attract and engage target groups. We work strategically and insight-driven – with a focus on relevance, trust and long-term relationships.
Multiply is a platform that unites human creativity and AI; Creative Intelligence, by adapting to the user's process instead of standardizing it. The goal is not just faster work, but more meaningful work, with full creative control. Multiply is driven by the belief that human creativity makes the world better, and wants to multiply it.
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