The landscape of digital communication has undergone a fundamental shift as artificial intelligence transitions from a novelty tool to the primary gatekeeper of information. In a professional environment increasingly dominated by Large Language Models (LLMs) such as OpenAI’s ChatGPT and Google’s Gemini, the way content is produced, structured, and distributed is being rewritten. Ragan Communications, in partnership with Axios HQ, recently hosted a specialized webinar to address this evolution, titled "Cracking GEO: How Smart Brevity Wins with Human and Machine Audiences." Led by Jason Tomassini, SVP of Communication Services at Axios HQ, and Kate Samano, Lead Editor at Axios HQ, the session provided a roadmap for communicators to navigate the era of Generative Engine Optimization (GEO).
For decades, Search Engine Optimization (SEO) was the gold standard for digital visibility, focusing on keywords, backlinks, and metadata to satisfy Google’s ranking algorithms. However, the rise of generative AI has introduced a new paradigm where the "first reader" of any published content—whether it is an internal memo, a press release, or a thought leadership piece—is no longer a human, but an AI agent. These models scan content at lightning speed, often forming a definitive opinion on the value of a piece after analyzing just the first 30% of the text. Based on this initial scan, the AI decides whether to cite the source, summarize it for a user, or ignore it entirely.
The webinar highlighted a striking statistic that underscores the effectiveness of Axios’s signature "Smart Brevity" approach: Axios is currently the only journalism outlet to rank among ChatGPT’s top three cited sources in 13 out of 17 major industries. This success is not accidental; it is the result of a deliberate editorial philosophy that prioritizes clarity and front-loaded value—the exact traits that LLMs are programmed to reward.
The Mechanics of Generative Engine Optimization
As AI search becomes more prevalent, the concept of GEO is replacing traditional SEO as the primary concern for strategic communicators. GEO refers to the process of optimizing content so that it is more likely to be selected and cited by generative AI engines. Unlike traditional search engines that provide a list of links, generative engines provide synthesized answers. To be included in these answers, content must be authoritative, concise, and structured in a way that machines can easily parse.
According to Jason Tomassini, the "AI tax" on poorly structured content is becoming higher. If a piece of communication is buried under layers of corporate jargon or "filler" introductions, an LLM is likely to deem it low-value. The first 30% of any document is now the most critical real estate in communications. If the core message and data are not presented immediately, the AI may fail to capture the essence of the message, leading to poor summarization or total exclusion from AI-generated search results.
This shift has profound implications for executive and internal communications. When an employee asks an internal AI assistant about a new company policy or a CEO’s vision, the AI will pull from existing documents. If those documents are not "Smart Brevity" compliant, the AI’s summary may be inaccurate or incomplete, leading to misalignment across the organization.
The Principles of Smart Brevity in the AI Era
Kate Samano, drawing on her experience as a senior editor at Axios HQ, emphasized that the principles of Smart Brevity—originally designed to respect the limited time of human readers—are perfectly aligned with the technical requirements of AI models. Smart Brevity is built on the idea of "punching through the noise" by using clear headlines, bulleted lists, and "why it matters" sections that provide immediate context.
During the session, Samano explained that AI models reward content that is "scannable." For a human reader, scannability prevents mental fatigue; for an AI, it facilitates efficient data extraction. When content is broken down into modular, high-value components, the AI can more accurately attribute facts and figures to the source. This increases the "citation density" of a piece of writing, making it more likely that a generative engine will view the source as a primary authority on the subject.
The webinar also addressed the concern that writing for machines might lead to a loss of human voice or brand personality. Samano argued that the opposite is true. By stripping away unnecessary wordiness, the true voice of the communicator becomes clearer. The goal is not to write like a robot, but to write so clearly that a robot cannot misunderstand the message.
Strategic Implications for Corporate Culture and HR
The move toward GEO is not limited to external marketing; it is rapidly becoming a cornerstone of internal communications, HR, and corporate culture. As organizations implement internal AI tools to help employees navigate vast databases of information, the quality of the "source of truth" documents becomes paramount.
Strategic communications teams are now tasked with auditing their internal content to ensure it is AI-ready. This includes everything from employee handbooks and benefits summaries to quarterly earnings reports and internal newsletters. The webinar attendees, who largely consist of professionals spending at least 25% of their time in internal or executive communications, were urged to view AI as a partner in the editing process.
The speakers noted that when HR communications are clear and concise, employee engagement tends to rise because the "friction" of finding information is reduced. In an AI-driven environment, this friction is further reduced if the AI can provide instant, accurate answers derived from well-written internal documents. Conversely, if HR policies are written in dense, legalistic prose, the internal AI may struggle to provide clear answers, leading to employee frustration and a potential breakdown in corporate culture.
Data and Trends: Why the First 30% Matters
Supporting data presented during the session suggests that the attention span of both humans and machines is narrowing. Research into LLM behavior indicates that these models utilize "attention mechanisms" that weigh the importance of different parts of a text. Content placed at the beginning of a document (primacy) and the end (recency) is often given more weight, but the "middle" often gets lost in the "lost in the middle" phenomenon common in long-context windows.
By front-loading the most important information—a core tenet of the Axios HQ philosophy—communicators ensure that the "attention" of the AI is captured immediately. This is particularly important for industries like healthcare, finance, and technology, where precision is non-negotiable. The fact that Axios dominates citations in these sectors serves as a proof of concept for the Smart Brevity methodology.
The Role of Leadership in AI-Driven Communication
Jason Tomassini highlighted the role of leadership in adopting these new standards. Executive communications are often the most prone to "bloat," with long-form memos and speeches that take a circuitous route to the point. In the age of GEO, this style of communication is not only inefficient for the human staff but also invisible to the AI tools those staff members might be using to summarize their daily tasks.
Axios HQ’s services, as described by Tomassini, focus on training leaders to scale their craft. This involves moving away from the "more is more" mentality of corporate writing and toward a "less is more" approach that prioritizes the reader’s time. This cultural shift requires buy-in from the highest levels of the organization, as it often involves changing long-standing habits of how information is shared.
Conclusion and Future Outlook
The "Cracking GEO" webinar served as a call to action for the communications industry. As AI continues to evolve, the distinction between writing for humans and writing for machines will continue to blur. The winners in this new era will be those who can master the art of brevity, ensuring their message is heard, cited, and understood by all "readers," regardless of whether they are made of carbon or silicon.
The session concluded with a discussion on the future of editorial consulting and software. Tools like Axios HQ are increasingly integrating AI-driven guidance to help writers identify where their content might be failing the "30% test." By providing real-time feedback on clarity and conciseness, these tools allow communicators to optimize their work for GEO before it even hits the publish button.
For the professionals in attendance—ranging from HR managers to Chief Communications Officers—the takeaway was clear: the era of "fluff" is over. To survive and thrive in a digital ecosystem governed by LLMs, communications must be strategic, data-driven, and, above all, brief. The partnership between Ragan Communications and Axios HQ continues to provide the industry with the insights necessary to navigate these turbulent but exciting technological shifts, ensuring that the human element of storytelling remains at the heart of the machine-driven future.
