GEO: How to Get ChatGPT, Perplexity, and Gemini to Recommend Your Brand

The evolution of artificial intelligence has left no choice for users, media, or businesses. AI is increasingly shaping how people search for information, make decisions, and choose products and services. More and more customers are asking ChatGPT, Claude, Perplexity, Gemini, and other AI systems for answers. They expect not just a list of links, but a complete answer with recommendations.

As a result, competition between companies is changing. If businesses used to compete for top positions in Google or users' attention on social media, they are now also competing for a place in AI-generated responses.

To help businesses adapt to these changes, SVET has prepared a guide to Generative Engine Optimization. In this article, we explain what GEO is, why it is becoming a new direction in digital marketing, and what companies can do today to help AI systems find and recommend them more often.

Why traditional SEO is no longer enough

Traditional SEO has not disappeared. It still helps websites rank higher in Google, attract organic traffic, and generate potential customers. However, today it is no longer enough.

Google itself is integrating AI and changing the way search works. Instead of a list of links, users increasingly see a ready-made answer generated by artificial intelligence. To create these answers, Google relies not only on website pages but also on information from forums, blogs, expert publications, and many other sources.

User behavior is changing as well. Instead of opening several websites and comparing information, people ask AI systems or Google AI Overviews a question and immediately receive a recommendation.

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Research | What this means for business

29% of search queries are declining, while nearly the same share is growing in AI search. | Users are shifting to AI-powered services.

60% of searches end without a click. | Businesses lose part of their organic traffic.

Users increasingly stay in Google AI Mode. | It is becoming more important to appear in AI-generated answers, not just rank at the top of Google.

35% of new web pages are created with AI. | AI consumes content and generates content itself.

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This is an important signal for businesses. Optimizing a website only for search engines is no longer enough. Customers are increasingly looking for companies through AI systems. That is why a new direction in digital marketing is becoming more important: Generative Engine Optimization (GEO).

What іs GEO?

Generative Engine Optimization (GEO) is a comprehensive approach that helps AI systems find information about your company, understand it correctly, and use it in their responses.

Let's debunk a few common myths.

GEO does not guarantee that ChatGPT or other AI systems will recommend your company.
Modern AI systems generate responses in real time. They consider dozens of different factors. Individual tricks or one-time changes do not work. What matters is systematic work on your brand's digital presence.
GEO does not force AI to recommend your brand. It helps build a stronger digital reputation that AI systems take into account when generating responses.

How AI systems "understand" a brand

OpenAI, Google, and Perplexity do not fully disclose how their models work. However, AI Search research confirms a simple pattern: the more high-quality and reliable information about a brand is publicly available, the better AI systems understand it.

For artificial intelligence, it is not a single website that matters, but the entire digital footprint of a business.

What helps increase a brand's AI visibility

AI analyzes everything: media mentions, customer reviews, forum discussions, expert publications, company profiles, social media accounts, and dozens of other sources. Together, they form the brand's reputation profile that AI relies on when answering users' questions.

Artificial intelligence places very little trust in a company's own advertising messages.

If a company has accumulated a negative online reputation over the years, AI may reproduce it in its responses.

Artificial intelligence does not change its assessment overnight. It requires systematic work on digital reputation, source quality, and information structure. If you do not manage your information landscape, AI will do it for you.

During one of its projects, the SVET team worked on helping AI systems move beyond a one-sided perception of a brand and start considering a broader context.

As a result, the following changes were achieved:

AI-generated responses became more balanced. Instead of focusing only on controversial mentions, AI systems began taking into account product capabilities, publications in authoritative media, expert content, and other reliable sources.
The quality of AI-generated answers improved. Responses included more relevant and authoritative sources, while the information became more complete and accurate.
The brand's reputation profile changed. AI started forming a more objective and balanced perception of the company.

This was the result of comprehensive work on how the brand is represented across the digital environment.

What businesses can do today

Based on our GEO audits and practical work on improving AI visibility for brands, we have prepared a list of recommendations to help you get started.

Create expert content and strengthen your E-E-A-T. Share your own experience, case studies, and research. Add author information, certifications, and customer reviews.
Publish content that answers informational queries. Respond to specific questions your potential customers may ask. At the same time, avoid mass-producing artificial mentions or spam. AI systems quickly recognize such tactics.
Update existing content. Add new data, current statistics, and fresh examples.
Use high-quality images and videos. Original photos, infographics, diagrams, and videos increase the chances of your content becoming part of AI knowledge sources.
Support your content with data. Statistics, proprietary research, and measurable results make content more valuable for AI systems.

How to check your company's AI visibility

Users are becoming less likely to search using broad queries such as "sushi delivery." Instead, they ask specific questions like "Which sushi is the best in Lviv?", "Which sushi should I avoid ordering?", or "Where can I get the best value for money?"

That is why you should regularly check what AI systems currently know about your company. Ask ChatGPT, Perplexity, or Gemini the same questions your potential customers are likely to ask.

This will help you identify problems before they become more serious. Even a single negative discussion on a forum from years ago can continue influencing how AI perceives your company. Unless it is addressed, users may keep receiving answers that associate your brand with those negative mentions.

Conclusion

The AI market is rapidly evolving and transforming digital marketing. GEO gives businesses an opportunity to gain a competitive advantage.

At the same time, don’t go looking for a magic button. Just as there’s no surefire way to get a million views, there’s no set of “hacks” that will guarantee a brand’s inclusion in AI responses. It’s not individual tricks that win the day, but systematic work. That’s exactly what GEO does.

Want to understand how AI sees your company?

Start by assessing your brand's AI visibility. It will help you understand how ChatGPT, Gemini, Claude, Perplexity, and Google AI Search respond to key queries in your industry, which competitors they recommend, which sources AI systems rely on, and what influences their recommendations.

Request a GEO audit and receive a practical action plan that will help make your brand more visible to ChatGPT, Gemini, Claude, Perplexity, and other AI systems.