Padilla, an integrated public relations and marketing agency, has introduced Padilla GEO 3D, a new service designed to enhance generative AI (GenAI) search results for brands and organizations. The service is built on a three-pronged generative engine optimization (GEO) strategy aimed at improving visibility, accuracy, and authority in AI-driven search environments. Padilla GEO 3D focuses on three core components: Share, Discover, Develop, and Deliver. The Share phase leverages strategic public relations and content to establish brand relevance across earned and owned media, with social channels reinforcing signals that AI systems use to generate responses. The Discover phase involves auditing a brand’s presence on key AI platforms and benchmarking performance against competitors. The Develop phase offers AI-centric content recommendations, including citations, schema markup, and consistent messaging. Finally, the Deliver phase ensures content is created and published in high-authority outlets and communities. Matt Kucharski, president at Padilla, emphasized the shift in how search is evolving. “A significant portion of search is now being done using large language models, and traditional SEO techniques are no longer sufficient,” he said. “Padilla GEO 3D helps brands not only show up in this new environment but also show up accurately and with authority.” The service’s three-dimensional approach centers on prioritizing authoritative sources, crafting clear and consistent messaging, and identifying and training brand spokespeople. AI models favor content from trusted sites such as national and local media, trade publications, social platforms, wikis, and forums. Padilla’s media relations and paid media teams target these key outlets to boost brand visibility. The agency also creates custom message maps to ensure consistent communication, which AI systems use to form accurate responses. Additionally, Padilla Prep provides executive coaching to help spokespeople deliver key messages effectively across multiple channels. When executives are quoted frequently and credibly, they are more likely to be cited in AI-generated answers. While traditional search engine volume is declining, core SEO practices remain essential. Padilla stresses that GEO is an evolution of SEO, requiring brands to optimize thought leadership, case studies, proprietary research, and video content as part of a broader strategy. This integrated approach ensures visibility across search, social, and AI platforms. Rosalie Morton, senior vice president of Channels at Padilla, noted the importance of future-proofing strategies. “GEO makes PR more critical than ever,” she said. “As new AI platforms emerge, brands must prepare for a dynamic landscape. Padilla GEO 3D ensures that your strategy is not just current but also adaptable to future changes.” Padilla GEO 3D is part of Padilla’s broader mission to help organizations transform through purpose-driven communications. The agency, with operations in seven U.S. cities and 115 global offices through its family of brands, has earned recognition from PRWeek, PRovoke, and PRSA, among others. For more information, visit PadillaCo.com.