The Online Advertising Model Turned Upside Down: Building Brand Visibility in the Age of Generative AI

The Shift from “SEO” to “GEO”

With the rise of AI search engines, the focus is moving from SEO (Search Engine Optimization) to GEO (Generative Engine Optimization).

To keep your brand visible, it is no longer enough to simply rank high in search results on, for example, Google. You must also stand out in the answers provided by AI systems.

This new approach to online findability means it’s no longer about isolated keywords, as with classic SEO, but about providing comprehensive, clear descriptions of what your product does and can do. Language models will pick up websites that explain the product in plain language more quickly.

The speed of your website also plays a crucial role. Slow sites are crawled, linked, or cited less often, reducing your brand’s chances of appearing in the datasets used by AI. Technically outdated websites therefore fall behind in visibility.

Sentiment also counts. Negative reviews, complaints, or controversies can cause your brand to be avoided or mentioned with reservations.

AI models like ChatGPT have evolved from pure information platforms to environments where users actively seek recommendations and advice. Companies must therefore broaden their approach, paying attention to customer reviews, brand visibility, and a strong online reputation.

What measures can you take to optimise your brand visibility?

Companies can now advertise on AI search platforms, with Perplexity as one of the pioneers. Since November 2024, the platform has offered sponsored follow-up questions and paid media placements. These ads are labelled as “sponsored”, ensuring transparency.

Other tech giants, including Meta and Tencent, have also integrated AI-driven ads to boost both user interaction and their revenue.

Meanwhile, OpenAI is exploring whether advertising within ChatGPT is feasible. With the rise of AI advertising, concerns are also growing about user experience, privacy, and possible bias in the answers provided by AI systems.

To increase your brand visibility, it is important to be present on platforms where AI sources its information. This includes not only your own website, but also industry-specific forums, news sites, knowledge platforms, and professional networks (e.g., Reddit, LinkedIn, etc.). AI models often draw their information from reliable sources.

AI systems favour brands that appear on authoritative and trustworthy websites. The more often your brand appears in quality sources, the greater the chance it will be recognised and included in AI answers. With a strong PR campaign, you ensure that AI sees, recognises, and includes your brand when users ask questions about relevant topics.

Legal considerations in AI-Driven Marketing

The shift to AI-driven search results also brings new legal challenges. When AI systems generate information about companies, questions arise about liability in the case of incorrect or misleading information.

Companies have only limited control over how their brand is presented in AI-generated answers, which can pose risks for brand protection and reputation management.

Questions also arise around privacy when AI processes personal data to make personalised recommendations. Companies must ensure that their GEO strategies fully comply with privacy legislation, especially when collecting user data to optimise their visibility in AI systems.

What does this mean for your company?

As AI technology continues to evolve, companies will need to adapt their digital strategies. The traditional focus on keywords and backlinks will give way to a more holistic approach that takes into account how AI systems interpret and present information. This requires investments in quality content, technical optimisation, and reputation management.

Companies that start with GEO strategies now will gain a competitive advantage when AI-driven search becomes the norm. The future of digital marketing lies in understanding how AI systems process and present information to users.

Our PKF BOFIDI Legal Team and Cnext experts are at your service

For further questions about brand protection, brand visibility, and safeguarding it, feel free to contact our PKF BOFIDI Legal team. For AI-related questions, our Cnext experts are also at your disposal. We’re happy to assist you.

This article was written by Lauranne Piotrowski, specialised in intellectual property, ICT, data protection, and privacy.