Google’s launch of AI Mode is a major game changer for the public relations sector, says prominent PR strategist Dale Bhagwagar. With Google starting to test this innovative search feature in conjunction with the release of Gemini 2.0 AI Overviews, the experienced PR expert stresses that professionals in the Indian industry need to see this as a pivotal moment that demands prompt attention.
“Our PR industry cannot afford to wait and watch. The future of SEO is here,” states Bhagwagar. “Professionals who pivot to Generative Engine Optimization (GEO) strategies now, before Google’s AI Mode completes its testing phase, will secure a massive competitive advantage.”
Bhagwagar, often called Bollywood’s premier PR expert, has influenced the media visibility of many top celebrities and brands throughout his nearly thirty-year career. Recognized as the ‘Father of Bollywood PR’ for establishing the first PR agency in the industry, Dale Bhagwagar Media Group, in the 1990s, he introduced much-needed organization at a time when only freelance publicists operated.
Renowned for his creative strategies and crisis management skills, he has consistently predicted industry changes and adjusted his tactics ahead of others. His Mumbai-based agency has led the way in digital innovation, making his insights on AI-driven search particularly significant.
“This is not just another algorithm update. This is a fundamental shift in how information will be discovered, processed and presented,” Bhagwagar explains. “PR pros who fail to adapt will find themselves struggling for visibility in a space where the rules have completely changed.”
“How content is optimised must evolve dramatically,” he asserts. “Traditional SEO (Search Engine Optimization) tactics won’t cut it anymore. We need to master Generative Engine Optimization to ensure our clients’ messages reach their audiences through these AI interfaces.”
GEO involves optimizing website content to improve visibility in AI-powered search engines like ChatGPT, Perplexity, Gemini, Claude, DeepSeek, Mistral, Copilot, and Google AI Overviews. This strategy helps brands secure a prominent position in AI-generated search results for relevant queries. Bhagwagar emphasizes that even established websites that accept branded content, which may have other revenue sources, need to adjust to this new landscape. He notes that business news sites, Bollywood news platforms, tech news outlets, and lifestyle news websites will all be impacted by this change.
“The PR industry has always been about influencing and narrative-building. Now, we need to understand the AI systems that will increasingly serve as the primary gatekeepers of information,” Bhagwagar adds.
He recommends that PR professionals start by understanding how AI systems process information differently from human journalists or traditional search algorithms. This includes recognising the importance of structured data, comprehensive context and authoritative sourcing.
“Traditional keyword research remains important, but it must now be paired with optimisation for search intent and AI comprehension,” he advises. “PR professionals who master this fusion will deliver exceptional results for their clients in the emerging AI-dominated media environment.”
The PR maven further emphasises, “This shift may require Indian PR professionals to quickly develop new skills and approaches, potentially reshaping job roles and agency structures in the process. As AI becomes more central to information discovery, the PR industry faces both significant challenges and unprecedented opportunities.”
Bhagwagar concludes with a message for the PR industry: “The testing phase of Google’s AI Mode gives us a brief window of opportunity. Those who use this time to experiment, learn, and implement GEO strategies will thrive when this technology becomes mainstream. The rest will be playing catch-up in a game where second place might now mean almost invisibility.”
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