Artificial intelligence as a search engine: adapting brand content for visibility on generative search engines (GEO)

Abstract

The integration of Generative Artificial Intelligence (GenAI) into search environments is reshaping how information is discovered, organised and presented online. Instead of ranked lists of links, tools such as ChatGPT, Perplexity and Google AI Overviews generate synthesised answers, select sources and mention brands according to different criteria. In this context, Generative Engine Optimization (GEO) emerges as a response to a new logic of digital visibility. This article argues that generative search engines represent a structural shift in brand communication, changing visibility criteria, content production and the relevance of editorial authority and semantic coherence. It analyses the transition from SEO to GEO, the criteria used to select content and the strategic implications for brands, highlighting that generative visibility depends on producing clear, structured and semantically coherent content, though not in a completely neutral manner.