How brands and retailers are preparing for GEO, ‘the future of SEO’

This story was first published by Digiday sibling ModernRetail

After years of retooling their businesses for search engines, brand and retail leaders say they’re getting ready for a new frontier: GEO.

The term, which means generative engine optimization, refers to optimizing web content to show up in results from AI-driven search platforms, like ChatGPT or Google Gemini. It’s a new way for brands to stand out and reach customers, especially considering that nearly 60% of U.S. consumers have used a generative AI tool for help with online shopping, per an August 2025 survey from Omnisend. If a customer asks an AI engine about buying lip gloss or a T-shirt, the relevant brands want to make sure they show up.

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