Search is changing faster than most brands realise. According to McKinsey & Company, AI is now “the new front door to the internet”. More than half of Google searches already include AI summaries, expected to reach 75% by 2028.
That means your customer may get everything they need without ever clicking through to your site. The game has shifted from being searchable to being summarisable. From SEO — Search Engine Optimisation — to GEO: Generative Engine Optimisation.
GEO is about shaping how AI systems understand and represent your brand.
It means optimising not for algorithms, but for intelligence.
→ Creating content that’s clear, structured, and verifiable, so LLMs can use it confidently.
→ Being cited in trusted, data-rich ecosystems — reviews, expert sites, and communities models train on.
→ Building brand consistency, so when AI summarises you, it gets your tone, value and truth right.
At the same time, Google DeepMind’s Pomelli shows the other side of the equation. AI that can learn your brand’s DNA and generate creative that fits it.
The systems discovering you and the systems creating for you are starting to merge. In the next wave of marketing, visibility won’t come from keywords.
It will come from clarity, how well AI understands who you are and why you matter.
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Frequently asked questions
Generative Engine Optimisation is about shaping how AI systems understand and represent your brand. It shifts the goal from being searchable to being summarisable. In practice it means creating clear, structured, verifiable content, being cited in trusted data-rich places such as reviews, expert sites and communities, and keeping your brand consistent so AI summaries get it right.
According to McKinsey, more than half of Google searches already include AI summaries, and this is expected to reach 75% by 2028. That means customers may get everything they need without clicking through to your website, which is why visibility increasingly depends on how well AI understands your business.
