ChatGPT, Perplexity and Gemini now shape how people research and choose products. The commentary treats generative engine optimisation (GEO) as largely a rebrand of SEO, but argues that the surfaces, the mechanics and the goals have changed.
AI platforms often answer a question without sending anyone to the brand's site, and sometimes get the answer wrong. Traffic alone stops being a reliable measure of success, so the practical job becomes looking after the facts these platforms draw on: product data, external reputation and what happens after the sale.
