Public relations is changing fast as AI systems take on a larger role in how information is ranked, understood, and delivered to audiences. This shift is at the center of the rise of Omri Hurwitz Media, the PR agency founded by entrepreneur Omri Hurwitz. The agency’s success is built around AI-generated engine optimization, also known as GEO. GEO is based on a simple idea. If AI engines guide how people search and consume information, then brands must be present inside the data streams that AI systems rely on. The approach helps clients appear consistently in both human-driven search behavior and generative output.
How Omri Hurwitz Built a PR Model Designed for the AI Era
Hurwitz entered the PR space with the belief that traditional media coverage alone was no longer enough. As founders began relying on generative AI tools to evaluate potential partners, track competitors, and validate credibility, the demands on PR shifted. In an interview with Inspired Insider, Hurwitz explained how he built a system that blends media relations, analytics, and digital ownership. This structure gives the agency more control over both the message and its long-term distribution.
The scale of the agency’s work is also clear. Hurwitz’s LinkedIn profile lists more than 300 startups connected to OHM. The firm’s influence expanded further in 2025 when CityBiz named it Israel’s leading AI-driven PR agency and credited this position to the GEO strategy.
Why GEO Is Becoming One of PR’s Most Valuable Competitive Advantages
The broader PR industry is growing, with PRLab estimating the global market will reach between 105 and 113 billion dollars in 2025. Despite this expansion, agencies are dealing with tighter margins because of increased investment in AI tools and data platforms. This environment favors systems that produce measurable and repeatable outcomes. OHM’s focus on the algorithmic layer gives the agency an advantage because it treats visibility as something shaped by both human readers and machine systems. Hurwitz has discussed this perspective in several interviews referenced by CityBiz, emphasizing that influence now begins where AI engines gather and interpret information.
Inside the GEO Framework and How OHM Uses It to Shape Visibility
The GEO approach positions a brand within the open web data sources that AI engines study. When founders appear in credible articles, interviews, or industry publications, that content becomes part of the larger information network that AI systems rely on to establish authority and relevance.
OHM supports this strategy by owning media outlets, newsletters, and podcasts. NY Weekly describes the firm as one of the largest GEO-focused media companies across Europe and Asia. Ownership ensures that OHM controls how content is created, updated, and maintained over time. These factors help determine how AI systems select and prioritize information for users.
Why the PR Field Is Shifting Toward Data-Driven Storytelling
The communications industry is moving toward content strategies that combine strong storytelling with structured, data-friendly formats. A 2025 report from Cision found that 44 percent of PR professionals struggle to connect their work directly to revenue. At the same time, about 75 percent report confidence in using AI tools, although many still lack fully developed strategies. This gap creates an opportunity for agencies that understand both narrative development and data engineering.
OHM’s approach is aligned with these trends. The firm builds content that resonates with human readers and supports the signals that AI engines use. This balance is becoming a core requirement for long-term visibility.
What OHM Signals About the Future of Influence
Omri Hurwitz Media shows how modern PR is being redefined by AI systems, long-term content ownership, and data-informed storytelling. AI-generated engine optimization reflects a broader change in how influence forms and spreads. Brands that want lasting relevance must exist within the information sources that train AI and shape search behavior. OHM recognized this shift early and built its model around it. The rest of the PR industry is now working to follow.
