01-08-2025
Why marketers must now add GEO to the equation
I have followed the evolution of AI with genuine interest. Not for the buzz, but for the way it continues to reshape the world around us, especially the way business operates and how our industry communicates. One of the most significant shifts we are seeing today is in how people search.
According to proprietary data from the Synthesio UAE team at Ipsos, 35 percent of the global population is already using large language model (LLM) applications, and nearly half of that usage is for search.
Publicly available data confirms that ChatGPT on its own has now surpassed 500 million weekly active users and is growing steadily, with over 2.5 billion prompts processed each day.
This rapid pace of adoption suggests that generative platforms will play an increasingly important role in how people are changing the way they search, discover, and evaluate information.
For more than two decades, SEO has shaped the way brands build digital visibility. The playbook is clear: conduct keyword research, optimise on-page elements, build authoritative backlinks, and improve domain relevance to rank higher in search results. Success is measured by position on the page and traffic to the site. The higher a brand ranked, the greater its chances of being chosen.
That model is no longer complete.
User behaviour has shifted. People are now turning to generative platforms such as ChatGPT, Gemini, and Microsoft Copilot. Instead of browsing a list of links, they type a question and expect a complete answer. They do not always need to click through or explore multiple sources.
The answer they see is the one they trust.
'Generative platforms are trained on a wide range of sources. They look for well-written, credible, and clearly structured content. Brands that publish this kind of material across authoritative platforms are more likely to be cited in generated answers.'
This change has introduced a new layer of digital visibility. Generative Engine Optimisation, or GEO, is evolving alongside SEO. It builds on the same foundation but adapts it to the way people now seek answers in generative platforms.
Traditional search is still essential, particularly for transactional queries. GEO adds another dimension. It focuses on whether a brand is included in the answers produced by generative engines.
This shift is already influencing content strategies across the world and in our region. In industries such as travel and financial services, brands are moving away from volume-driven content. They are producing material that is structured, specific, and designed to address real questions.
The goal is no longer to dominate every search term. The focus is to become part of the conversation that generative engines are assembling in response to those questions.
What makes GEO different is the way it relies on reputation and clarity. Generative platforms are trained on a wide range of sources. They look for well-written, credible, and clearly structured content. Brands that publish this kind of material across authoritative platforms are more likely to be cited in generated answers.
This creates new responsibilities for several functions.
'For full-service agencies, this shift presents an opportunity. GEO blurs the lines between traditional silos. It calls for integrated thinking across creative, PR, content, SEO and digital media.'
PR is one area where the shift is already being felt. Press releases, executive interviews, and opinion pieces are no longer limited to influencing journalists or readers. These assets are now becoming inputs into what AI systems learn and repeat. PR professionals have a role to play in building discoverability, not just perception.
Content marketers are also adjusting their approach. The focus is no longer just on publishing frequently; it is on publishing meaningfully. Generative systems give more weight to content that explains, informs, and reflects a consistent point of view. Performance headlines and surface-level articles are losing ground to substance.
SEO specialists are expanding their toolkits. Technical accuracy still matters, but now it serves a broader purpose. Clear structures, internal consistency, and well-defined markup increase the likelihood that AI models will absorb content. These same elements that once helped with Google rankings now support generative visibility.
For full-service agencies, this shift presents an opportunity. GEO blurs the lines between traditional silos. It calls for integrated thinking across creative, PR, content, SEO and digital media.
Agencies that can bring these disciplines together under one strategy will be better positioned to guide brands through this transition. Visibility is no longer the responsibility of a single team. It depends on how well the entire ecosystem works together.
Generative Engine Optimisation reflects how search is evolving. The mechanics are changing. So is the definition of visibility. A high ranking used to be enough. Today, the brand also needs to appear in the answer itself.
The most forward-thinking marketers are already preparing for this. They are not discarding what works. They are expanding their strategy to include the platforms that are shaping the next chapter of discovery.
By Ghassan Kassabji, CEO – Dubai and Chief Growth Officer – MENA, Impact BBDO
