AI Perspectives
From search to answers: GEO and AEO as a new venture category
As people ask AI assistants instead of searching, brands need generative and answer-engine optimisation. Why this is a new market.
A growing share of discovery now happens inside AI assistants and AI-generated search summaries. Instead of ten blue links, users receive one synthesised answer — and a brand is either cited in it or invisible.
This creates a new discipline. Generative engine optimisation (GEO) and answer engine optimisation (AEO) focus on structured data, authoritative content, entity signals and answering the real questions people ask. Measuring citations across several AI engines is itself a new analytics category.
We think every marketing budget will soon include an AI-visibility line. That is why our portfolio includes companies that research audience questions, produce answer-ready content and track citations across the major AI engines.
Frequently asked questions
What is the difference between SEO, GEO and AEO?
SEO optimises for search rankings, AEO for being the direct answer to a question, and GEO for being cited by generative AI engines such as ChatGPT, Gemini and Perplexity.
