AI drives shift from SEO to “GEO” as companies adapt

Artificial intelligence is rapidly changing how consumers find information online, creating a fundamental shift from traditional search engine optimization (SEO) to generative engine optimization (GEO). According to a recent Bain & Company study, 80% of consumers now rely on AI summaries for nearly half their searches, with traditional website clicks dropping by up to 25%. This transformation signals a crucial pivot point for businesses, which must now optimize content to appear in AI-generated answers or risk becoming invisible to potential customers.

The big picture: Google’s “AI Overviews” feature now serves over 1 billion users, providing complete answers before users click any links, while “answer engines” from ChatGPT, Microsoft Copilot, and Perplexity bypass traditional search results entirely.

Why this matters: Companies that don’t adapt to this new paradigm risk losing visibility even if they rank well in traditional search results, as AI systems increasingly mediate the information consumers receive.

Key details: GEO represents a strategic pivot from targeting specific keywords to creating content that thoroughly answers real user questions, making it more likely to be quoted by AI systems.

• The approach requires a fundamental rethinking of content strategy, focusing on comprehensive answers rather than keyword density.
• This shift mirrors the evolution from early keyword-stuffing SEO tactics to today’s more sophisticated content strategies.

Industry reactions: Major publishers are taking different approaches to this new landscape, with some partnering with AI companies while others pursue legal action.

• The Guardian has formed a strategic partnership with OpenAI, allowing its content to be used for training and cited in AI responses.
• Meanwhile, The New York Times has filed a copyright lawsuit against OpenAI, reflecting tensions between traditional media and AI companies.

Implications: Businesses now face the challenge of balancing traditional SEO practices with emerging GEO strategies to maintain visibility in both human-directed and AI-mediated searches.

• Digital agencies are already offering specialized GEO services to help companies navigate this transition.
• Companies that adapt quickly may gain competitive advantage as consumer search behavior continues to evolve.

Where we go from here: As AI increasingly becomes the primary gateway to information online, businesses will need to develop content strategies that serve both human readers and AI systems to maintain digital visibility.