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As more than 45,000 cybersecurity leaders gather in San Francisco for the RSA Conference next week, one theme is becoming impossible to ignore: AI is changing how buyers research technology. Large language models (LLMs) like ChatGPT are increasingly used alongside traditional search engines to understand cybersecurity concepts, compare vendors and evaluate new solutions.

For marketing and PR teams, that shift introduces a new challenge. It’s no longer just about ranking in Google or securing media coverage. Brands also need to consider how they appear in AI-generated answers. This emerging discipline, Generative Engine Optimization (GEO), is now an essential part of modern communications strategy. Here at Merritt Group, we’ve been helping our clients understand the shift to GEO for the last year. 

At RSA next week, our PR team is available and eager to help cyber marketers understand the current state of GEO and how to apply it to their marketing and PR programs. We’ll also be discussing the launch of our latest eBook, “Training the Model: PR in the LLM Era,” in partnership with our global PR partner Code Red.

4 Key Takeaways for PR in the LLM Era

1. Traditional Visibility Isn’t Enough: LLMs don’t work like search engines. Instead of retrieving a single article, they generate responses by synthesizing patterns learned from many sources. Because of this, the sources that shape AI-generated answers are not always the most obvious ones. Specialist trade publications, technical documentation and clearly defined industry explanations often influence AI responses more than mainstream media coverage. For cybersecurity companies preparing for RSA announcements, that means visibility alone isn’t enough. Clarity and consistency matter just as much.
2. The Content That AI Understands Best: Our research shows that LLMs are more likely to reuse content that includes precise technical definitions, consistent terminology across sources, clear attribution to experts or organizations, and educational explanations rather than marketing language. In other words, the content that performs best in AI systems often looks more like reference material than a traditional marketing campaign. That’s why formats like category explainers, “how it works” articles, technical FAQs and original research are increasingly valuable.
3. Where PR Plays a Critical Role: Public relations sits at the intersection of two worlds: storytelling and definition. Journalists are drawn to narratives about real-world cyber threats, industry trends and human impact. AI systems, on the other hand, rely on stable terminology and consistent explanations to generate reliable answers. The brands that succeed in both environments do the same thing well: they explain complex technology clearly and consistently.
4. The Opportunity for Cybersecurity Marketers: RSA has always been about shaping the cybersecurity conversation. In the AI era, that conversation is happening not only in media coverage and analyst reports, but also inside AI-generated answers. The companies that teach the market today — through clear definitions, trusted sources and consistent messaging — will be the ones AI recommends tomorrow.

We’d love to grab time together during or after RSA to discuss your GEO strategy for 2026 and beyond. Reach out to our Security PR team — Michelle Schafer, Katie Brookes and Oliver Cowley — who will be in San Francisco all week.

The way buyers discover and evaluate companies is changing. AI has become a critical decision engine that explains categories, compares vendors, and guides early-stage research. Download our eBook to learn how you can influence what AI says about your business.