Generative AI reshapes brand discovery as GEO replaces SEO

The Story in Brief

Nearly half of consumers now use AI for shopping decisions, according to a 2025 PartnerCentric survey, as platforms like ChatGPT process 2.5 billion prompts daily. This shift has birthed generative engine optimisation (GEO), a discipline focused on making brands cited in AI responses rather than ranked on search pages. Google reports AI Overviews reaches 2.5 billion users monthly. Industry estimates suggest 10, 15% of queries now happen on large language models, forcing marketers to rethink visibility. "Nine months ago brands asked 'What is GEO?'," says AdLift co-founder Prashant Puri. "Today they ask: 'Why isn't ChatGPT recommending us?'" Metrics remain a challenge, though Google now offers AI performance reporting in Search Console.

Unlike SEO's keyword density, GEO rewards clarity and credibility. Brands with ambiguous value propositions risk invisibility at the decision moment. "The agencies making the most progress treat GEO as strategic discipline, not a capability," says Cheil India's Aparajita Biala. The shift from optimisation to "influence design" demands structured, citation-worthy content. Blue Star vice president Girish Hingorani predicts monetisation may evolve GEO into "generative engine marketing," where brands pay for prominence within AI ecosystems. Performance marketing agency YAAP founder Atul Hegde warns: "GEO has its own economics and a first-mover window closing fast."