Generative engine optimization replaces SEO for AI search answers

Generative Engine Optimization (GEO) is emerging as the new strategy to get content featured in AI search answers, replacing traditional SEO. This new field focuses on optimizing content for AI models that synthesize information from multiple sources, with its rules and benefits still being defined. Winning in GEO means brand visibility and perceived authority. While the exact value is unclear, GEO presents opportunities and challenges, including the risk of incorrect information appearing in AI answers and the future integration of advertising models.