Brands Are Scrambling To Control How They Appear In AI Search, And It’s Given Rise To A Whole New ‘GEO’ Industry
AI searches are changing the complete SEO game. On one hand, they are offering more traffic than usual, while on the other side, it’s becoming technically challenging to rank any information or service.
The reason is that SEO experts now have to work harder to optimize content for humans, search engines, and AI tools. They have to maintain the originality while balancing the keywords and content structure, including sentence and paragraph length.
They have to ensure they address the maximum number of user queries in question form while maintaining the natural tone of the content, meaning they have to be both organic and planned. People now visit Copilot, ChatGPT, and Gemini-like tools more than search engines, and they prefer quick answers rather than reading lengthy articles in the sake of finding their desired information.
While AI is making SEO more challenging, it also raises some serious concerns. According to some AI tools, the famous PR agency Bospar was out of business. However, the company was also announcing a $50M funding round. Users may encounter such significant contradictions due to AI-generated information.
According to some research, almost half of US consumers are already using AI search for both services and information. However, it doesn’t mean that traditional SEO is entirely out of the way now.
Instead, AI introduces new risks and challenges, and by overcoming them, businesses and blogs can earn more than they did previously. You can check AI search brand risks as per 2025 in the following table.
| Brand / Case | AI Search Error | Potential Impact |
| RealSense (Bospar client) | Declared “out of business” despite $50M funding spin‑out | Reputation damage, investor confusion |
| Healthcare brands | AI engines misattributed outdated medical guidelines | Risk to patient trust, regulatory exposure |
| Retail companies | Wrong product availability shown in AI answers | Lost sales, customer frustration |
| Financial services | AI tools hallucinated false fee structures | Compliance risk, reputational harm |
The Rise of GEO (Generative Engine Optimisation)
It’s a new SEO type designed solely to ensure every piece of content is accessible to AI tools, which then present it in AI-generated answers, taking information from there. SEO provides visibility on Google while GEO ensures the same to AI tools.
Agencies and startups are now building GEO tools to track and measure their presence in AI searches. They optimize their brands based on the results they get from these tracking tools. Brands are now ensuring EEAT along with structured content. GEO is equally beneficial in both commercial and informational markets.
From local SEO to conversions, it ensures users get exactly what they need, without any fluff or redundant info. It’s going to become a new battleground, and early adopters will gain a significant, undeniable advantage. Here is a quick GEO industry snapshot:
| Metric / Company | Data Point | Source / Context |
| Adobe Analytics | 4,700% YoY surge in traffic from generative AI platforms to U.S. e‑commerce (July 2025) | Adobe report |
| OpenAI | Rolled out in‑platform checkout (Shopify + Stripe) in Sept 2025 | CB Insights |
| Bospar / RealSense case | AI search engines wrongly declared RealSense “out of business” during $50M funding spin‑out | Business Insider |
| CB Insights Mosaic Score | Identifies GEO startups leading in AI search optimization | CB Insights |
| Britain GEO Quadrant | Maps the top GEO platforms in PR, marketing, and analytics | Britopian |
