PRception episodeGEO & PR · Full conversation · 45 min
AI doesn’t trust brands, it trusts evidence.
With Iskren Lilov, Global Marketing Manager at Muck Rack.
The conversation
Why this matters
Iskren Lilov joins Sarah to explore Generative Engine Optimisation, the gap between traditional media outreach and AI citation, and why consistency, trust and evidence are becoming central to communications strategy and measurement.
Key ideas
- What Muck Rack’s 2% GEO finding means for communications teams.
- Why AI should be treated as a stakeholder audience in its own right.
- Why GEO complements rather than replaces traditional media relations.
“AI doesn’t trust brands, it trusts evidence.”
About Iskren Lilov
Iskren Lilov is Global Marketing Manager at Muck Rack, AMEC Comms Task Force Lead and creator of the Circular Marketing Model. His work spans communications measurement, GEO and the changing relationship between PR, content and search.
Editorial note: Approved chapter markers and a transcript have not yet been supplied, so they are not published here. The complete conversation is available in the video above.
