Search has entered a new era. With AI-powered tools like ChatGPT, Perplexity, Claude, and Google’s AI Overviews, customers are no longer discovering products in the same way they did with traditional search engines. Instead of scrolling through endless pages of links, they are getting direct, summarized answers.

This new reality is upending how businesses show up online. Organic traffic is falling, zero-click results are rising, and entire customer journeys are shifting inside AI ecosystems. To thrive in this environment, brands need a new playbook. That playbook is Generative Engine Optimization (GEO).

The Current AI Landscape

AI search has moved from an experiment to a daily habit. Millions of people now use AI tools to ask questions, compare products, and even make purchasing decisions. Unlike traditional search, which points users to a list of links, generative engines synthesize information and deliver a single, conversational answer.

According to Bain & Company, 80% of search users now rely on AI-generated summaries for at least 40% of their queries, and traditional search engines are seeing 60% of searches end without a click. This is a radical departure from the old model of “blue link” competition.

At the same time, consumer engagement with generative tools is accelerating. From January to June 2025, ChatGPT prompt usage grew by nearly 70%, with shopping-related prompts increasing by 25%, effectively doubling their share of use. These are not abstract numbers. They signal that customers are becoming more comfortable asking AI to guide their purchase decisions, from which laptop to buy to which skincare product is trending.

And this is just the beginning. Bain estimates that generative AI could influence trillions of dollars in consumer spending as these tools become more embedded into everyday life.

2025: New Age of Product Discovery

Consider the modern buying journey. In the past, a customer searching for “best running shoes for flat feet” would type the query into Google, scan the top results, and maybe click through to a review site or a brand’s landing page.

Today, that same customer is more likely to ask ChatGPT or Perplexity, “What are the best running shoes for flat feet under $150?” Instead of sifting through 10 blue links, they get a concise, authoritative response listing a few options. If your brand is not included in that answer, you have lost the sale before the customer ever reaches your website.

Tomorrow, this pattern will only deepen. AI will be embedded directly into voice assistants, smart devices, shopping apps, and operating systems. Consumers will expect a single, trusted response. The “search results page” as we know it will disappear, replaced by dynamic, generative answers.

This is why the stakes are so high. Visibility in AI answers will define who wins and loses in digital marketing.

The Shift From SEO to GEO

For two decades, businesses have relied on SEO (Search Engine Optimization) to drive discoverability. The rules were simple: rank higher on Google, attract clicks, and convert visitors. But generative AI has changed the rules of the game.

• SEO: Compete for rankings in the top 10 search results.

• GEO: Compete to be cited as a source in an AI-generated answer.

This shift is subtle but profound. Instead of optimizing for keywords, metadata, and backlinks alone, brands now need to optimize for credibility, authority, and machine-readability. AI models select references based on trustworthiness, clarity, and content quality. They are less interested in keyword stuffing and more interested in whether your content provides clear, authoritative value.

Think of it this way: SEO gets you ranked, but GEO gets you quoted.

Why GEO Matters

The rise of GEO creates both challenges and opportunities.

The Challenge: Declining Organic Traffic

Bain’s data shows that organic traffic is already falling. With 60% of searches ending inside AI summaries, businesses can no longer rely on traditional SEO metrics like impressions and click-through rates. Even if you rank number one on Google, there’s a strong chance the user never clicks through if the AI summary answers their question directly.

The Opportunity: Influence at the Source

When your brand is cited inside an AI-generated response, you bypass the old funnel entirely. Instead of hoping a user clicks your link, you are embedded in the answer they trust. This is powerful: it means you can influence consumer perception earlier, more directly, and with greater authority.

The Early-Mover Advantage

Most brands are not optimizing for GEO yet. Just as early adopters of SEO captured massive advantages in the 2000s, businesses that move quickly on GEO can secure outsized visibility while competitors lag behind.

How GEO Works in Practice

So, how do businesses actually optimize for GEO? There are three key components:

1. Visibility Tracking
   First, you need to know whether your brand is being cited in AI answers. This requires monitoring across platforms like ChatGPT, Perplexity, Gemini, and more. A GEO dashboard shows you where you appear, how often, and in which contexts.

2. Prompt and Topic Monitoring
   Not all prompts are equal. You need to track the specific questions customers are asking in your category, whether it’s “best project management tools for startups” or “top-rated vegan protein powders.” By monitoring these prompts, you can see exactly where your brand shows up and where it doesn’t.

3. AI-Focused Content Optimization
   Finally, GEO is not passive. You need to act on insights by creating authoritative, well-structured content that generative engines can reference. This can include blog posts, guides, FAQs, and even targeted outreach to ensure your content is recognized as credible.

Real-World Signals of GEO’s Impact

The numbers show that AI-driven visibility is already boosting some categories disproportionately:

• Technology and consumer electronics are seeing high visibility in AI results, with early adopters reporting higher inbound interest through AI discovery.

• Cosmetics, skincare, and fashion are among the most searched product categories in AI queries, with Bain noting significant traffic shifts as customers turn to AI for recommendations.

• Home improvement and lifestyle brands are also gaining traction as AI-driven shopping queries increase.

In one case cited by Bain, a brand saw 470 times more traffic from LLM-generated answers compared to the year before, a clear sign that generative visibility is becoming a key growth channel.

These shifts are not evenly distributed. Brands that fail to adapt risk losing ground to competitors that show up consistently in AI answers.

Here are the steps every brand should be taking now:

1. Audit your AI visibility. Know where you stand today.

2. Map your key prompts. Identify the questions customers are asking in your category.

3. Optimize your content. Focus on authoritative, human-centered writing that AI engines can trust.

4. Track competitors. Learn who is being cited and why.

5. Act quickly. The early-mover advantage is real. Waiting even 12 months could mean falling behind.

The Bottom Line

Search is changing, and the future is generative. SEO will always matter, but it is no longer sufficient in an AI-first world. The brands that thrive will be those that embrace GEO (Generative Engine Optimization) to secure visibility inside AI-generated answers.

When customers ask AI about your product category tomorrow, the question is simple:

Will your brand be part of the answer, or left out of the conversation?