Your entire customer base, from C-suite executives to new interns, now uses ChatGPT for vendor discovery. After analyzing over 50,000 AI-generated responses about B2B brands, we discovered that 73% of brand mentions come from news coverage and thought leadership, not technically optimized websites. This reality demands a new strategic approach to your marketing and public relations: the RISE Framework.
The RISE Framework reflects 25 years of media intelligence evolution and provides marketing directors, professional services managers, and e-commerce owners with implementable solutions for AI visibility. Unlike traditional SEO, which optimizes for crawlers, RISE builds the authority that AI systems recognize and cite to bring buyers to your site.
Why traditional SEO fails in AI search
ChatGPT reached 100 million users faster than any technology in history. And right now, over 75% of results from AI search platforms don’t appear in Google. Your buyers now ask detailed, conversational queries averaging 23 words, questions like “which Canadian e-commerce platform handles multi-location inventory with local tax compliance?”
The shift runs deeper than query length. While Google indexes keywords, AI operates like a journalist, synthesizing information from multiple sources to form comprehensive answers. In 2024, Search Engine Land reported that nearly 60% of Google searches end without further clicks, a gap that has only widened due to AI responses. That could potentially result in the loss of more than half of your potential buyers.
R – research your current state
The first step moves beyond traditional ranking reports to audit your actual visibility footprint.
Audit your media presence
Document where your executives appear in industry publications. Track competitor thought leadership coverage. Most brands discover a shocking gap between their Google rankings and AI visibility. One client ranked first for every target keyword yet appeared in zero AI responses about their category.
Test AI visibility directly
Open ChatGPT and search exactly how your prospects would. Try variations like:
- “Best [your solution] for [specific problem]”
- “Compare [your category] vendors for enterprise”
- “Which [solution type] works for Canadian businesses?”
Document which competitors appear in and what sources AI cites. You’ll likely find AI pulling from Forbes, industry reports, and news coverage, not company websites.
Map your entity recognition
AI systems need to understand what your company is, not just what keywords you target. Research whether AI correctly identifies your company type, offerings, and market position. Many companies find that AI misclassifies them entirely, sending qualified prospects elsewhere.
I – integrate your marketing and public relations efforts
Integration transforms scattered marketing activities into a unified authority-building engine.
Unify strategy across channels
Your earned media strategy IS your AI strategy, since 95% of AI mentions originate from PR coverage. This structural change means PR teams now drive more AI visibility than SEO teams. Stop treating generative engine optimization (GEO) as a separate initiative. Every press release, thought leadership piece, and executive interview builds your AI presence.
Align messaging consistency
When marketing, sales, PR, and customer success teams use different language, AI synthesis highlights these inconsistencies. Create a single source of truth for how you describe your company, products, and value proposition. AI systems parse conflicting information as unreliable, favouring competitors with clearer messaging.
Build your visibility pyramid
Recognize the proper distribution of AI visibility:
- 20% Technical Foundation (schema markup, structured data)
- 40% Thought Leadership (executive articles, speaking engagements)
- 40% Earned Media (press coverage, industry mentions)
Technical optimization remains necessary, but only forms the foundation. The bulk of visibility comes from non-technical authority building.
S – scale what works
Once research confirms gaps and integration aligns efforts, scale the activities that drive authority.
Prioritize thought leadership
Consider the power of one Forbes article. Thanks to trust signals, it’s possible that this article could beat 100 optimized landing pages for AI citations. Focus executive time on:
- Guest articles in industry publications
- Conference speaking opportunities
- Podcast interviews
- Industry report contributions
A biotech client achieved a 47.5% increase in qualified pipeline and a 2,300% growth in AI visibility through thought leadership alone, using zero technical optimization tools.
Expand media coverage
Develop systematic approaches to earn coverage:
- Create original research and data studies
- Provide expert commentary on industry trends
- Share client success stories (with permission)
- Contribute to journalist queries through HARO and similar platforms
One client generated 12 qualified opportunities in six weeks from a single executive thought leadership campaign. When budgets force choices, invest in earned media over technical optimization.
Create comprehensive, ungated content
AI can’t cite what it can’t access. Un gate everything except product demos. Your whitepapers, guides, and case studies must be freely accessible for AI systems to reference them. Prospects complete 99% of research before contacting you, facilitating their self-education.
E – evaluate differently
Traditional metrics miss AI’s impact. Success requires new measurement approaches.
Track media intelligence metrics
Media monitoring tools become primary measurement systems. Track:
- Coverage quality and reach
- Thought leadership placements
- Executive mention frequency
- Competitor share of voice
- Sentiment in earned media
Measure pipeline attribution
Create specific attribution for AI-influenced prospects. “Saw you in ChatGPT” carries 10 times the conversion value of “clicked from Google” because these prospects arrive fully educated. While direct AI traffic might show as 5%, pipeline influence often reaches 47%.
Monitor entity recognition changes
Regularly test how AI describes your company. Track improvements in:
- Category association accuracy
- Competitive positioning
- Use case understanding
- Geographic market recognition
Calculate true ROI
Measure beyond traffic to actual business impact. Track qualified leads, pipeline velocity, and deal size from AI-influenced prospects. These buyers typically show higher intent and faster sales cycles.
Implementing RISE: practical GEO playbook
Week 1: research and audit
Conduct comprehensive AI visibility testing. Document the current state across 20-30 relevant queries. Identify gaps between your Google rankings and AI presence.
Week 2-3: strategic integration
Align teams around unified messaging. Create an authority-building editorial calendar. Identify target publications and thought leadership opportunities.
Month 2-3: scale execution
Launch thought-leadership campaigns, systematize media outreach, ungate content assets, and implement schema markup to build a technical foundation.
Ongoing: evaluate and optimize
Establish monthly AI visibility reviews. Track pipeline attribution. Adjust strategy based on what drives qualified opportunities.
The intelligence evolution
For marketing professionals focused on scaling and lead generation, the message is clear: AI visibility isn’t about gaming algorithms; it’s about earning recognition for authority. The brands dominating AI responses are those with the strongest thought leadership and media presence.
Technical optimization merely provides table stakes. Real success comes from building the authority that AI systems recognize, synthesize, and cite. The fundamental question isn’t “How do I optimize for AI?” but “How do I become the source AI turns to in my category?”
The RISE Framework provides the structure to answer that challenge, focusing limited budgets on high-leverage earned media and thought leadership rather than outdated technical tricks.Ready to audit your AI visibility? Start with Fullintel’s comprehensive media intelligence platform or explore how content marketing evolves beyond SEO in the intelligence era.
