AMEC launches AI measurement principles amid rise of GEO
1 min
As AI-generated answers reshape online discovery, communications groups are racing to measure how brands appear in large language models.
- Data & Insights
The International Association for the Measurement and Evaluation of Communication (AMEC) has launched a new framework intended to bring greater consistency and transparency to the measurement of AI-generated search and discovery results.
The AMEC GEO Principles, unveiled at the AMEC Summit on Tuesday, aim to help communications professionals assess how organisations are represented in outputs generated by large language models and conversational search tools.
The framework focuses on three areas: reputation signals that shape how organisations are understood online, the accessibility of digital content to AI systems and the analysis of AI-generated outputs, including accuracy and prominence.
AMEC said the principles were developed over six months with input from agencies, academics and technology providers, including contributors from Ketchum and FleishmanHillard.
James Crawford, managing director of PR Agency One and an AMEC board director, said the industry was seeing “uneven standards” and “overclaiming” around GEO measurement.
AMEC said the guidance builds on existing frameworks including the Barcelona Principles and encourages practitioners to avoid relying on single metrics or proprietary scoring systems when assessing AI-generated outputs.