Why Brands Must Act Now on GEO (Generative Engine Optimization)

The way consumers discover brands is undergoing a fundamental shift. Search is no longer limited to keywords and links; it has become a conversation. Increasingly, consumers are turning to AI-powered engines and agents to ask questions, seek recommendations, compare options, and even complete purchases without ever visiting a brand’s website. This evolution marks the rise of Generative Engine Optimization (GEO) as a strategic imperative for brands.

AI-first discovery is rapidly transforming brand visibility. More than half of consumers already use AI-powered search tools, and up to 40% of traditional search traffic is at risk. AI engines provide ready-to-use answers early in the customer journey, capturing decisions before users click on a single link. As a result, brands must now optimize not only for search engines, but for AI-generated responses and recommendations.

AI agents are no longer limited to information retrieval, they can manage the entire purchase journey, from search and comparison to transaction, within a single conversation. By 2028, AI-powered search is expected to generate over $700 billion in revenue, with more than half of GenAI users already relying on it for purchase decisions. Without a clear GEO strategy, brands risk losing control over both the point of sale and customer data.

In an AI-driven ecosystem, hyper-personalization is becoming the norm. AI agents tailor real-time recommendations based on user history, preferences, and intent, driving higher conversion rates and repeat purchases. Competition is no longer limited to brand-owned platforms, it now takes place within AI ecosystems themselves. To remain visible and recommended, brands must adapt their content, data, and commerce experiences accordingly.

Clients increasingly ask how to ensure AI agents present their products, pricing, and brand voice accurately, while protecting sensitive data. They seek guidance on the right technologies, partnerships, governance models, and investment priorities, as well as how to measure the financial impact of agent-led commerce.

At Sia, we help organizations navigate this transformation by defining GEO strategies that preserve brand equity, enhance desirability, and unlock growth in an AI-first world.

GEO is no longer optional. It’s the next frontier of digital visibility and commerce.