The Shift from SEO to GEO: How AI is Changing PR in Thailand

According to a report by Prachachat Business, the public relations and marketing landscape in Thailand is undergoing a significant transformation due to the rise of Artificial Intelligence. ABM Connect, a local agency, notes that consumer behavior has shifted toward a 'Human-AI-Human' journey, where users increasingly rely on AI-driven search tools to discover information.

ABM Connect emphasizes that traditional Search Engine Optimization (SEO) is no longer enough to maintain brand visibility. Instead, the agency advocates for Generative Engine Optimization (GEO). This strategy is crucial because AI models do not primarily source information directly from a brand’s own website. Instead, research indicates that AI systems rely heavily on established media and 'Earned Media' for 84% to 92% of their references.

For residents and travelers in Thailand, this means that the information provided by AI assistants regarding local businesses, services, or travel destinations is increasingly curated from third-party news outlets rather than direct brand marketing. If a brand fails to maintain a presence in reputable media, it risks being 'forgotten' by AI algorithms. While this shift highlights the growing importance of digital PR, it remains to be confirmed how quickly local businesses will adapt their strategies to prioritize GEO over traditional web-based marketing tactics.