rki.news | Source: Anadolu Agency
Artificial intelligence is reshaping digital marketing, shifting brand visibility from website clicks towards credible citations, reliable information and recommendations in AI-generated answers, industry experts say.
The emerging approach, known as generative engine optimization (GEO), helps brands improve their visibility across platforms such as ChatGPT, Perplexity and Google AI Overviews.
A study by Princeton University and partner institutions developed GEO-bench, a dataset containing more than 10,000 queries. Researchers found that content featuring verifiable statistics, credible citations and expert opinions could increase visibility in AI-generated responses by up to 40%.
Bunyamin Sarac, co-founder and CEO of Indexa, told Anadolu that AI systems assess factors including source authority, timeliness and the ease with which information can be extracted.
He noted that users increasingly rely on AI summaries instead of clicking website links, potentially reducing traffic from information-based searches and changing how businesses measure marketing success.
Sarac said brands may increasingly focus on how often their products are recommended in relevant AI responses rather than relying solely on website visits.
Erdem Dagdemir, co-founder and CEO of Analythick, said traditional search engine optimization based on technical performance and large volumes of content was no longer sufficient.
He stressed that AI systems increasingly assess information quality, customer satisfaction and consistency across a brand’s online presence, including reviews and public discussions.
Experts say businesses should prioritize original content, accurate information and genuine customer trust rather than relying on advertising budgets or publishing large quantities of superficial material
