Pitching for Siri Without Losing Your Soul: AEO Meets Human-Centered PR

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In 2025, PR isn’t just about being seen anymore; it’s about being found.

Voice assistants, AI search engines, and chatbots are rewriting how people discover stories. Which means PR pros have to evolve too i.e., from pitching headlines to crafting answers.

But in the scramble to please the algorithm, one thing keeps us up at night: how do we stay human?

Welcome to the age of Answer Engine Optimisation (AEO) -- where structure meets soul.

What Exactly Is AEO -- and Why It Matters Here

AEO is the art (and science) of structuring content so it becomes the best possible answer when someone asks a question; whether that’s on Google, Siri, or ChatGPT.

Traditional SEO hunts keywords. AEO reads between the lines. It’s about understanding intent, speaking clearly, and matching how people actually talk.

And in Southeast Asia, this matters more than ever:

  • 70% of Malaysian internet users now use voice search weekly (Google Consumer Insights, 2024).

  • Indonesia’s Gen Z prefers asking over typing (We Are Social, 2024).

  • Singapore ranks among the top three in the region for AI-powered search adoption (Statista, 2025).

If your brand isn’t structured to be the answer, it might as well be invisible.

How AEO Is Changing PR Strategy

Once upon a time, PR was about big headlines and strong media ties. Now, it’s about making your story discoverable -- to both humans and machines.

So what changes?

  • Structure smartly. Press releases should double as AI-friendly snippets. Use clear Q&A sections, headers, and bullet points.

  • Write how people speak. “How does this help me?” beats “Our solution leverages…” every single time.

  • Keep it local. “Malaysia’s top eco-friendly kitchen brand” performs better, and feels truer, than “Asia’s leading brand.”

  • Help the machines help you. Metadata and schema markup may sound technical, but they’re how AI knows what your story’s really about.

The Risk: Losing the Human Pulse

Of course, there’s a downside.
AEO can strip out the human pulse if you’re not careful. When everything’s formatted for a bot, your story can start to sound… like one.

A 2025 HubSpot study found that AI-optimised content sees 28% more visibility, but emotionally driven stories earn 47% higher engagement. Translation: AI can find you. Only people can feel you.

Who’s Getting the Balance Right

1. Cadbury Dairy Milk (Malaysia) – Spreading Hope with CSR
Cadbury’s 2025 Ramadan “Spreading Hope” campaign nailed it with human-first Q&As:

“How does Cadbury support underprivileged children during Ramadan?”
“Where can I donate to help families in need?”
The structure made it searchable; the storytelling made it shareable.

2. Tokopedia (Indonesia) – Ramadan Ekstra Seru 2025
Tokopedia built conversational hooks into livestreams and videos:

“How can I shop ethically during Ramadan?”
“What are the best deals for iftar?”
The result? 10.5× more suhoor transactions and 72 million short videos uploaded in week one. Structured and spirited.

3. Grab (Southeast Asia) – Safety and Inclusivity in Action
Grab’s recent ESG campaigns show what “answerable empathy” looks like:

“How does Grab keep solo female riders safe?”
“What is Grab doing for drivers with disabilities?”
Each one blends technical clarity with real-world emotion -- and that’s what keeps the brand trusted across markets.

How Orchan Writes for AEO -- Without Losing Its Soul

At Orchan, we treat AEO as both a framework and a filter.

Our rulebook:

  • Structure for discovery. Modular copy, logical flow, clear hierarchy.

  • Write for connection. Keep tone, nuance, and cultural rhythm intact.

  • Test it both ways. If Siri can read it smoothly and a journalist finds it moving, it’s ready.

Because for us, “AI-ready” doesn’t mean “emotion-free.”

AEO + PR FAQ

Q: What’s the difference between SEO and AEO?
AEO focuses on intent and context -- it’s not about keywords, it’s about understanding questions.

Q: Do small brands need to care about AEO?
Absolutely. Voice search and conversational queries are levelling the field. Clarity beats size.

Q: Can you do AEO without coding?
Yes. Start with structured Q&A content and clear formatting. Schema markup helps, but good storytelling still leads.

Final Thought: Answers Without Emotion Are Just Data

PR used to be about headlines. Now it’s about answers.
But let’s be real; answers without emotion are just data.

In a region as connected and mobile-first as Southeast Asia, the brands that balance algorithmic clarity with human resonance won’t just be found -- they’ll be felt.

Ready to See If Your Story Speaks to Both Humans and Machines?

Try Orchan’s AEO Pulse Check; a quick content diagnostic that shows how discoverable and emotionally resonant your brand story really is.

Email: changenow@orchan.asia Call: +603-7972 6377 Website: www.orchan.asia

Orchan Consulting Asia — where clarity meets character.

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