GEO, Misinformation and the News: The Impact of AI on Trust of the Media

Name: PRmoment.com
Price range: $

When:	24th Sept 2025, 3:55PM
Location:	Online
Organiser:	PRmoment Events
Price:	Free to attend

Why Attend:

What does “trust” mean in an age of misinformation and how can journalists uphold editorial standards?

Communicators must understand the impact of Generative Engine Optimisation (GEO) on the AI search results created by Large Language Models (LLMs.)

This webinar brings these 2 related themes together. Delegates will learn how journalism is evolving to the opportunities and threats of AI created content. You’ll also understand more context about the current limitations of GEO and LLMs search results currently.

A PRmoment event in partnership with PA Mediapoint

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Agenda:

3.55pm	Chairperson's introduction Ben Smith, founder, PRmoment
4.00pm	AI, misinformation and news: how to retain trust in the media Richard Woodward, chief news editor, PA Media In a world of fake experts and AI content, credibility is everything. What does "trust" mean in an age of misinformation, and how can organizations like The Press Association uphold editorial standards? The Editorial Credibility Crisis - Readers and editors are becoming more skeptical of sources. As a result, journalists are under pressure to quickly verify every claim. The Rise of AI and Fake Experts - Trust in media is earned daily through responsible sourcing. Editorial teams need tools that support transparency and accountability.
4.20pm	How GEO and LLMs have made earned media the crucible for misinformation and bad actors Katherine Arnull, UK group chief strategy officer, Golin The impact of GEO on PR Storytelling: The Narrative Ecosystem Large Language Models (LLMs) take citations from a small number of trusted sources and digest them fast. This has serious misinformation implications for brands and for bad actors spreading misinformation LLMs are designed to give us convenient, disposable content quickly The impact of Reddit on GEO and misinformation in crisis scenarios: Why most social media citations are agitated from Reddit threads
4.45pm	Exclusive Research: What is more accurate, GEO or SEO search results? Alex English, SEO director, Brainlabs The Wild West of GEO: Is GEO really a step forward from SEO? What is more accurate GEO or SEO search results? Comparing SEO and GEO search results by sector and by subject type How quickly are news stories picked up by GEO results? Do ChatGPT, Gemini and Perplexity GEO results respond differently to recent news stories? If the objective is accuracy, why use User Generated Content (UGC) via Reddit to train LLMs?
5.00pm	Are we all being lied to? Beautiful lies, wrapped in good UX and with perfect grammar: LMMs, an alternative view Felix Danczak, head of AI & growth, Pembroke VCT
5.20pm	Close of webinar

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Agenda:

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