Modern Currency PR launches AI visibility and GEO services

Modern Currency Public Relations has added AI Visibility and Generative Engine Optimization services to help luxury travel and hospitality brands show up more clearly in AI-powered search. The Los Angeles agency says the move reflects how travelers now use tools like ChatGPT and Perplexity to discover destinations, hotels and trip ideas.

Why it matters: - AI-powered search is becoming a new discovery channel for hotels, restaurants and travel brands. - Modern Currency PR’s new services aim to help luxury hospitality clients stay visible, accurate and credible as travelers increasingly use AI tools to plan trips and compare brands. - The shift could affect how brands are recommended, not just how they rank in traditional search.

What happened: - Modern Currency Public Relations announced the launch of an AI Visibility & Generative Engine Optimization practice. - The Los Angeles-based agency said the new offering expands its communications and digital marketing work for luxury travel, hospitality and lifestyle brands. - The launch was announced Aug. 20, 2026. - The agency said the practice is designed to improve how hospitality brands are discovered, represented and recommended across AI-powered search.

The details: - The service mix includes AI Visibility Assessments, AI Search Audits, AI Reputation Monitoring, AI Visibility Reporting, Website & Content Optimization and Thought Leadership Optimization. - Modern Currency PR said the practice combines GEO, AI search strategy, content optimization and reputation management with earned media and digital marketing. - The agency said the goal is to create a more accurate, consistent and authoritative digital presence across traditional and emerging discovery channels. - The practice will sit inside Modern Currency PR’s Digital Studio. - Senior Digital Marketing Manager Kim Brello will oversee the practice. - AI Visibility & Social Media Strategist Samantha Dominguez will lead GEO strategy and implementation. - Dominguez previously served on a cross-functional GEO task force within Snap Inc.’s communications team. - Her work at Snap focused on early optimization strategies across social media and Snap’s owned newsroom. - Dominguez holds a Master of Science in Digital Social Media from the University of Southern California.

Between the lines: - The launch shows how agencies are trying to connect public relations, social media, influencer marketing and search strategy into one discovery stack. - Modern Currency PR is positioning AI visibility as an extension of reputation management, not a replacement for traditional brand-building. - The agency is also signaling that third-party credibility and authoritative content may matter even more as AI systems summarize and recommend brands. - Dominguez framed the shift as a change in how brands are found, while saying the basics of trust and authority still apply.

What's next: - Modern Currency PR is heading toward its 10th anniversary in 2027. - The agency said it is expanding its U.S. presence across New York, Arizona, San Diego and Orange County. - Modern Currency PR said it will keep investing in capabilities tied to AI-powered discovery as traveler behavior changes. - The company said the next phase of hospitality communications will blend earned media, reputation, social media, influencer marketing and AI-focused visibility.

The bottom line: - Modern Currency PR is betting that hospitality brands will need active management of how they appear inside AI answers, not just in search results and social feeds. - The agency is turning that bet into a new service line as it prepares for its second decade.