In this intriguing podcast Edelman’s Global President Integrated Solutions & Delivery shares his perspective on how earned brand is emerging as the ‘new performance marketing’ as we embrace AI in all facets of our lives.
Seasoned marketers know the drill: you invest in media, run campaigns, track clicks, measure conversions. But behind the dashboards, something else is quietly shifting how audiences discover brands is changing — and so must how we measure success.
According to Edelman, the era of standard web search is giving way to AI-driven discovery. In this world, large language models (LLMs) like ChatGPT, Gemini or Copilot don’t serve up links — they deliver answers. The brands that get cited in those answers win visibility.
“Earned media is the single most important driver of brand visibility in AI-generated responses.” – Tristan Roy, Global President Integrated Solutions & Delivery, Edelman
What this means for earned brand building in Asia
In Malaysia and the broader Southeast Asia region, you face two big problems: agencies still often run in silos (PR vs creative vs digital) and metrics remain tied to legacy behaviors (impressions, clicks, reach). GEO re-frames this: visibility isn’t just about being seen but being selected by AI systems as an authority.
Here’s how the shift plays out:
Earned media takes center stage: Mentions in respected outlets, expert commentary, thought leadership — these become the signals that AI uses when generating answers.
Brand reputation = performance metric: It’s no longer just “how many visited our site”; it’s “how often did our brand appear in trusted AI-driven responses.”
Integration wins: PR, owned content, data, earned references — they all must work together because GEO rewards coherence and authority, not isolated tactics.
Why GEO is a game-changer for Malaysian CMOs
Budget constraints, higher stakes: With tighter resources and increased scrutiny from the business side, CMOs need richer metrics. GEO offers a way to tie visibility to credibility and trust — things that ultimately move business.
Emerging market opportunity: Many brands in this region have yet to treat GEO as a priority — so early movers can gain a competitive edge.
Reputation risk and reward: With AI shaping what the world knows about your brand, visibility isn’t neutral. It’s tied to how your brand is represented — good or bad. GEO gives you tools to shape that proactively.
The measurement checklist for “earned brand via GEO”
Track AI citation share: How often your brand is referenced in AI-generated responses across LLM platforms.
Monitor earned visibility index: Number and quality of third-party mentions, expert commentary, and authoritative coverage that AI pulls from.
Measure trust & authority signals: Alignment of brand message, consistency across sources, and presence in trusted media.
Align content + structure: Ensure your owned content is structured for machines (clear headings, FAQs, schema markup) and supported by earned coverage.
In Sum
If you’re looking for the next big shift in agency partnership, look beyond “digital growth” and “media optimization”. The future is about earned brand authority, visible in places your audience might never click, but will see, trust and act on.
For marketers in Malaysia, embracing GEO-driven earned strategy means stepping into a future where the brand is part of the answer before the sales pitch even begins.
