Generative Engine Optimization (GEO)

The practice of optimizing brand content, positioning, and signals so that generative AI systems — such as ChatGPT, Gemini, and Perplexity — are more likely to cite, mention, or recommend the brand when generating responses to relevant queries. GEO is to large language models what SEO is to traditional search engine ranking algorithms.

Prominently framed at Adobe Summit 2026 as the defining new axis of brand marketing competition. GEO operates through depth of authoritative primary content (which shapes an LLM’s brand representation during training), consistency of brand signals across channels, and regular AI self-audits to measure citation frequency as a visibility baseline.