18/09/2026
What happens to Public Relations when AI becomes the new gateway to information? That’s a question we believe our industry should be discussing together.
This week, we invited journalists and media representatives from across the German-speaking event technology and ProAV industry to our headquarters for PRESS FORWARD – an AI workshop on the future of media relations and visibility in AI-powered search.
Together with journalist and podcast-host Fritz Espenlaub and Sarah-Yasmin Hennessen from Marketana, we explored how AI systems are changing the way information is found. How do we make sure the information we provide remains relevant, up to date and visible? What makes a source easy for AI systems to find, understand and cite? And how should manufacturers and journalists adapt as search itself changes?
One thing became clear: AI visibility starts long before an AI generates an answer.
It starts with reliable facts, current data, clear context, first-hand knowledge and trustworthy sources – and with how that information is structured and made available so AI systems can find and use it.
AI may generate the answer. But we shape the information it has to work with.
That also changes how we think about PR. If the way information is found changes, the way manufacturers and media provide, exchange and publish it has to evolve too.
Our first PRESS FORWARD event was therefore not about presenting a finished GEO playbook. It was about bringing manufacturers and journalists together to develop a shared understanding of what relevant, trustworthy and discoverable industry information needs to look like in an AI-driven search landscape.
We want to move forward together with our partners and help shape how our industry stays visible, relevant and well-informed in the age of AI.
A huge thank you to Fritz, Sarah and all participating journalists for the open exchange, different perspectives and willingness to explore what’s next with us.
