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.
As a result, many communicators are turning to multichannel comms strategies to broaden the reach of their message and improve the story's visibility and campaign ROI. To break through the noise and capture the attention of a fractured audience - including journalists and AI bots - communications strategies now demand a coordinated approach that establishes authority, amplifies reach, and delivers measurable impact.
Will ChatGPT replace Google, or will marketers need to optimize for both? We're sure many of you might disagree, but we firmly believe that both of them are and will remain equally beneficial and powerful. The only thing that changes is the future of SEO in the AI era, making it less about keyword stuffing and more about semantic relevancy and trustworthiness.
Generative Engine Optimization (GEO) is essential for improving a website's content discoverability by AI search engines, ensuring businesses remain competitive in a digital era.
