For more than two decades, digital visibility followed a predictable logic. Brands produced content, optimized it for algorithms, and fed the system with keywords, backlinks, and machine-readable structures. Those who mastered this technical game were rewarded with visibility. That era is ending. Users no longer want lists of links; they expect meaning. They turn to generative AI systems for answers, not search results.
In this new environment, a profound shift is underway. Generative Engine Optimization – GEO – is emerging as the discipline which determine which brands remain visible – and which quietly disappear.
