Search in the Age of AI: Navigating from SEO to GEO

This IDC Perspective delves into the search landscape that is transforming due to AI advancements, shifting from traditional SEO to generative engine optimization (GEO). This change requires businesses to optimize content for AI-driven search results, focusing on clarity, authority, and AI-friendly formats. While AI-generated search poses challenges like hallucinations and reduced traffic, it also offers opportunities in content creation and personalized targeting. Success demands internal retooling to focus on schema markup, improved/augmented content, and diversified omni-channel engagement. In addition, brands will need to switch investment toward agencies and tech vendors that have successfully incorporated GEO capabilities into their portfolio in order to stay competitive in the evolving digital marketing ecosystem.“AI is revolutionizing search, shifting from SEO to GEO. Marketers and advertisers must adapt to AI-driven search by focusing on authoritative content, leveraging AI tools, and diversifying across platforms to maintain visibility and engagement.” — Roger Beharry Lall, research director, Advertising Technologies and SMB Marketing Applications