"The term, which means generative engine optimization, refers to optimizing web content to show up in results from AI-driven search platforms, like ChatGPT or Google Gemini. It's a new way for brands to stand out and reach customers, especially considering thatnearly 60% of U.S. consumers have used a generative AI tool for help with online shopping, per an August 2025 survey from Omnisend."
"He mentioned searching for running shoes on Google Search a month ago, and then a week ago, and getting completely different results from the "AI mode" at the top.With GEO, he said, "You can bid all you want, but the Gemini responses are taking over, and you don't even know exactly what's pushing that response. ... Suddenly, someone is controlling that narrative, and you don't know how they operate it yet. If anyone says they know exactly what's driving it, they're not 100% sure.""
GEO stands for generative engine optimization and involves optimizing web content to appear in AI-driven search platforms like ChatGPT and Google Gemini. Nearly 60% of U.S. consumers used generative AI for online shopping per an August 2025 Omnisend survey. Brands and retailers that refined SEO for traditional search now face AI systems that pull and rank information for hyper-specific queries. These AI modes can deliver different results unpredictably and may control narratives without transparent ranking signals. Such shifts could affect visibility, bidding strategies and revenue as agents begin to enable checkout. Executives view GEO as both a challenge and an opportunity.
#generative-engine-optimization-geo #ai-driven-search-platforms #e-commerce-and-checkout #seo-strategy-evolution
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