"Today, consumers aren't just searching for a term and expecting a list of references. Instead, they are asking a question and expecting an answer. With the number of Google searches per U.S. user falling nearly 20% year over year, many consumers are migrating from traditional search engines to AI platforms such as ChatGPT, Perplexity and Gemini. According to a McKinsey survey, 50% of consumers "now intentionally seek out AI-powered search engines, with a majority of users saying it's the top digital source they use to make buying decisions.""
"This is the era of generative engine optimization (GEO), and this shift affects every aspect of digital behavior. Generative engines, or "answer engines," go far beyond changing just the way we discover brands and products online; they also can play a major role in determining our sentiment toward them. Brand equity is shifting from a human-centric social construct to a socio-algorithmic one, with AI models acting as the primary judges. They deconstruct every piece of data about your brand and incorporate it into a synthesized narrative for the user."
Consumers increasingly expect narrated answers from AI platforms rather than lists of links, causing a drop in traditional search usage. Many users are moving from search engines to AI tools like ChatGPT, Perplexity, and Gemini, and half of consumers intentionally use AI-powered search. Brands must appear inside AI-generated answers to be confidently recommended. Generative Engine Optimization (GEO) requires synthesizing brand data into AI narratives that shape sentiment and purchasing decisions. Brand equity is transitioning from a human-centric social construct to a socio-algorithmic one judged by AI models, making a GEO audit essential to remain recommendable.
Read at Forbes
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