In a world where AI-powered question answering interfaces and AI agents are becoming the new informational gatekeepers, how can humanitarian organizations adapt their communications strategies to stay visible, credible, and prominent? In this episode of Humanitarian AI Today, guest host Roderick Besseling, Head of the Data and Analytics Unit at the Norwegian Refugee Council, speaks with Matthew Brown from Profound, a startup that helps companies track, control, and optimize their marketing and communications content for the agentic internet. Joined by Lucy Hall, a Data and Evidence Specialist from Save the Children's Humanitarian Leadership Academy and Brent Phillips, Roderick and Matt discuss a critical challenge facing the humanitarian sector caused by artificial intelligence upending the world of search, simultaneously disrupting the industry and transforming the very nature of how we access information. This disruption forces a pivotal choice: organizations must adapt their communication strategies, or risk becoming invisible to the donors and communities they serve. Matt explains how Profound helps companies and organizations analyze their "AI visibility" by tracking how, when, and in what context their brand is mentioned by question-answering interfaces like ChatGPT, Gemini and Perplexity. He explains how Answer or Agentic Engine Optimization (AEO) works and how Profound can help organizations learn to generate the high-quality, semantically rich, and well-structured content that AI agents favor, ensuring that their communications are not just seen, but are recognized as trustworthy and reliable. The conversation also explores how AEO can support the localization agenda within the humanitarian sector. Matt argues that this technological shift can "level-up the playing field," giving local and grassroots organizations a better chance at visibility. Because AEO prioritizes well-structured, helpful content over large budgets and traditional SEO tactics, smaller organizations with less resources have a new opportunity to be discovered, ensuring their vital work is visible to donors and partners from the community level all the way up to large UN agencies. Episode notes: https://medium.com/humanitarian-ai-today/matthew-brown-from-profound-on-agentic-search-engine-optimization-aeo-for-humanitarian-75ba0e6560c6
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