"A more complicated practice than SEO, the process of refining online information about a product to make it more likely to be picked up by an LLM is so new it hasn't been universally named - the top two terms are "generative engine optimisation" (GEO), and "answer engine optimisation" (AEO). "This is the beginning of the beginning," said Anurag Banerjee, co-founder and chief executive of consumer insights firm Quilt AI, adding that most beauty companies are early in their understanding of GEO."
"The stakes are high, however, as emerging data indicates that LLMs are now a significant part of many shoppers' path to purchase. According to February 2025 data from AI e-commerce startup Nosto, 52 percent of Gen-Z shoppers prefer asking AI for skincare recommendations over Google or Amazon. As a result, brands are upping their marketing spend on AI search, changing their websites and focussing on credible sources they're told can boost their chances of being mentioned."
Influencers and beauty shoppers are using AI platforms to plan skincare routines and match makeup shades by uploading photos and asking detailed questions. ChatGPT has an estimated 700 million weekly users, driving beauty companies to try to make LLMs recommend their products. Brands are experimenting with generative engine optimisation (GEO) or answer engine optimisation (AEO) to surface products in AI responses. Data shows 52 percent of Gen-Z shoppers prefer AI for skincare recommendations over Google or Amazon. Brands are increasing AI marketing spend, redesigning websites, prioritizing credible sources, and confronting AI inaccuracies and limited public fact-checking.
Read at The Business of Fashion
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