""If I'm on Google and I still get those 10 blue links before the AI Overview, there's almost a new muscle memory where I don't quite want to go poking through all of those links," Sherman says on this week's episode of AdExchanger Talks. "There's a sort of new expectation of an instantaneous synthesized answer," he says, "and I don't think I'm alone in that experience.""
""If LLMs are trained on the internet, then the team that's writing copy for your brand.com or for your retailer [product detail page] needs to start to optimize and tune that content for LLMs," Sherman says."
""We think pretty holistically about GEO beyond just the next chapter of search," Sherman says. "We think of it as a fundamental rebuilding of the mar tech stack.""
Generative AI search adoption has shifted user behavior away from traditional search, creating an expectation of immediate synthesized answers rather than clicking through multiple links. Google features like Gemini, AI Overviews, and AI Mode accelerate that shift and reduce reliance on classic blue-link results. Brands must optimize site copy, product pages, press releases, paid editorial, influencer content, and social posts so large language models ingest and reproduce desired information. Marketing, PR, and corporate communications need to address brand safety and reputation in the context of LLM training. Organizations should reconceptualize SEO as GEO and rebuild martech stacks accordingly.
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