The End Of SEO? How AI Is Reshaping Brand Discovery On The Web

AI chatbots are becoming the first layer of discovery, shifting optimisation from rankings to answers

Startups like Gushwork, LLMLab, and Writesonic are building tools to help brands get cited by AI

Early traction is emerging in under-digitised sectors, while a $80 Bn SEO market is being disrupted by GEO

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For decades, businesses optimised their content to make their brands visible, until artificial intelligence (AI) unlocked fresh opportunities. 

Businesses began leveraging AI engines to grow their customer base organically. But the way to look for a brand on the Web kept changing with the evolving AI landscape. A pivot to Generative Engine Optimisation (GEO) from Search Engine Optimisation (SEO) is the latest in AI search. 

“It’s more precise, less cluttered, and far easier to reach the target,” said Dr Rajeev Sharma, VP and head of medical affairs at Tata 1mg. “AI search is reshaping discovery, and GEO is a key focus area for us this year.”

“It’s more precise, less cluttered, and far easier to reach the target,” said Dr Rajeev Sharma, VP and head of medical affairs at Tata 1mg. “AI search is reshaping discovery, and GEO is a key focus area for us this year.”

Buried within the $122 Bn fundraise by OpenAI last month to build an AI superapp was a concept slowly taking on with Google search and its ad programs. “Search usage has nearly tripled in a year, and our ads pilot reached more than $100 Mn in ARR in under six weeks,” read a post from the ChatGPT parent.

AI search – as it is called – is........

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