AI Working Group publishes practical guide to GEO

24 Aug 2026
The Investor Relations Society AI Working Group
IR Society News 13.0 AI in IR 8.4 AI
As investors, analysts and other stakeholders increasingly use generative AI to find and interpret company information, Generative Engine Optimisation (GEO) is becoming an important consideration for IR teams.

Following the publication of our GEO Checklist last year, the Society’s AI Working Group has produced a new practical guide showing how some leading companies are already putting these principles into practice.

Developed with website communications specialist Bowen Craggs, the guide highlights seven practical approaches — from making performance data available in HTML and providing richer digital annual reporting, to explaining the investment case in greater depth, tackling difficult issues directly and creating distinctive, authoritative content.

Drawing on examples from companies including Nestlé, Bosch, BASF, Unilever, Norsk Hydro and Shell, the guide is designed to help IR teams move from understanding GEO to applying it.

Read the new guide: Generative Engine Optimisation (GEO): A Practical Guide