The Hoffman Agency demystifies AI visibility with GEDI

When it comes to discovery, every era has its defining moment: from yellow pages to Google, and now, generative AI. Each has changed how people find and trust information. But if AI chatbots are the new search engines, how do brands make sure they’re visible in this next frontier?

That’s the question The Hoffman Agency set out to answer with GEDI, short for Generative Engine Discovery Insights.

Built fully in-house, GEDI is The Hoffman Agency’s new AI visibility radar that helps brands see how they’re represented inside large language models such as ChatGPT, Gemini, Claude and Perplexity. And more importantly, why.

“AI engines are fast becoming the new front door of discovery,” said Caroline Hsu, The Hoffman Agency’s chief global officer. “We wanted to build something that helps clients understand not just how often they’re mentioned, but what’s shaping those mentions.”

See inside the “black box” of AI

Where traditional SEO focused on rankings, visibility in the AI era is about references and trust. It’s not just about being seen; it’s about being cited.

GEDI runs side-by-side tests across major AI engines, using real-world prompts such as “Which cybersecurity vendors are most trusted by mid-market banks in Asia?” or “Who are the best companies to work for in chip design?”. It then analyses which sources are cited most often, where brands appear (or don’t), and what biases or blind spots may exist between engines.

The result is a data-backed picture of a brand’s visibility in generative AI; the new layer of discovery influencing how customers, investors and potential hires perceive credibility.

A tool built on PR’s core strength

For Hoffman, the launch of GEDI continues a long tradition of measuring influence, from media monitoring, social listening and SEO to AI-driven discovery. The common thread is credibility.

The signals that convince journalists and analysts are now the same one's training AI models to decide which brands to surface. That puts PR squarely at the centre of this new visibility frontier.

“We’ve always said SEO is earned search,” Hsu added. “GEDI is the next step: earned visibility in generative engines."

Already being piloted with clients across Asia-Pacific, GEDI is turning the “AI black box” into something brands can finally understand and act on. It’s a practical tool for communications and marketing teams to see how their reputational signals translate into generative visibility - and where competitors may be getting ahead.

Because in the era of generative search, if your competitors are shaping the material AI engines trust, they’re writing the script of discovery. GEDI helps you take back the pen - and rewrite the story in your own words.

To learn more about GEDI and how The Hoffman Agency is helping brands rise to the top in the age of AI, visit www.hoffman.com. 

This article is sponsored by The Hoffman Agency.