DUBLIN, May 20 -- New global principles and practitioner guide set out a responsible way to measure how organisations are found, interpreted and represented in AI-generated answers

AMEC, the International Association for the Measurement and Evaluation of Communication, has launched the AMEC GEO Principles and a companion resource, A Practitioner's Guide to GEO Measurement , to help communications professionals measure the growing influence of AI-led discovery, generative search and large language models.

The resources respond to a fast-changing information environment in which AI-generated summaries, conversational search and zero-click discovery are increasingly shaping how organisations, brands and issues are found, understood and tru...