SEO as we know it is undergoing a massive transformation, and AI is leading the charge.
With the rise of AI Overviews on Google, summaries in ChatGPT, and the emergence of search agents like ChatGPT agent and Perplexity, the way users interact with search has changed. Traditional SEO isn’t going away, but it’s no longer enough on its own. To stay competitive in this new landscape, marketers need to understand and embrace a new discipline: Generative Engine Optimization (GEO).
What Is GEO?
GEO is like teaching the smartest librarian in the world how to recommend your book first, not just shelve it properly. It refers to the practice of optimizing content so it performs well in AI-generated responses, whether those responses come from Google’s AI Overview, ChatGPT, Gemini, or another large language model (LLM) tool.
Instead of simply trying to rank on a results page, GEO is about being referenced, summarized, and trusted by the AI systems that increasingly shape what users see first.
Your brand’s visibility now depends on factors like:
- How well your site content is structured
- Whether you provide clear, factual, up-to-date information
- How consistently your brand is represented across platforms
- The depth and originality of your insights
AI Is Already Embedded in Modern Marketing
According to Search Engine Journal’s 2025 State of AI in Marketing report, 83.2% of marketers already use ChatGPT. The report found that the most tangible benefits of AI so far are in content creation, SEO optimization, and idea generation, especially among teams looking to do more with less.
Most teams aren’t replacing people; they’re making them faster. Only 1.9% of companies surveyed created dedicated AI roles, while 37.4% are focused on upskilling their teams to use AI more effectively.
What Does This Mean for SEO?
Sure, traditional SEO still pulls weight. Site structure, page speed, and backlinks aren’t going anywhere. But if you’re not optimizing for AI summaries yet, you’re basically whispering in a stadium full of shouting robots.
That means layering traditional tactics with AI-aware strategies like:
- Structured data and schema markup to feed AI agents with clear signals
- FAQ-style content to improve inclusion in featured snippets and summaries
- First-party data that offers insights only your brand can deliver
- Original, emotionally intelligent storytelling that stands out in the sea of sameness
“AI is commoditizing average marketing. You win with AI tools leveraging data only you have.”
– A.J. Ghergich, VP at Botify
The Pitfalls of AI-Generated Content
If you’re feeling both excited and a little overwhelmed by AI’s pace, you’re not alone. Most marketers are moving fast, but many are quietly wondering: Is this actually helping? Is my brand still sounding like… us?
SEJ’s survey found that 62.6% of marketers cite AI-generated misinformation as their biggest concern, followed by issues like inconsistent brand voice and legal/privacy risks. More than half say AI outputs still require substantial human editing to be publish-ready.
Just because an AI output sounds smart doesn’t mean it is. Human oversight is the glue that keeps brand trust, creativity, and nuance intact.
How to Prepare for GEO
To stay visible and credible in this new environment, marketers need to evolve their approach to content strategy and SEO. Here’s how:
1. Audit Your Content for AI Visibility
Look at your top-performing pages. Do they use structured data? Are they skimmable? Would an AI assistant trust your content to answer a question?
2. Prioritize First-Party Insights
No one else has access to your internal knowledge, customer feedback, and real-world data. Make those insights a centrepiece of your content to stand out.
3. Balance Speed with Strategy
Use tools like ChatGPT to kickstart ideas, but don’t rely on them for the final product. Human tone, humour, empathy, and originality still matter more than ever.
4. Reevaluate ROI Metrics
AI can boost productivity (76.8% of marketers report time savings), but lead quality and customer lifetime value still require the human touch. Make sure you’re measuring what matters.
The Bottom Line
We’re in a new era of search. SEO alone won’t cut it. Brands now need to prepare their content not just for humans, but for the machines helping those humans find answers.
The good news? You don’t have to sacrifice originality or integrity to succeed in an AI-driven landscape. You just need the right balance of structure, creativity, and brand clarity.
At Vigilante Marketing, we help brands cut through the noise by aligning classic SEO with forward-thinking GEO strategies. Structured content, emotional resonance, and bold creativity? That’s our jam.
Let’s build something unforgettable.
