How AI, AEO and GEO are reshaping digital marketing

Search is no longer what it used to be. Just a few years ago, success meant ranking on page one of Google and hoping users clicked through. Now, AI-powered search is rewriting the rules. 

Instead of just scanning keywords, generative AI interprets intent. It pulls together results, presents instant overviews and even answers follow-up questions before a user has time to scroll. For brands, that means visibility doesn’t just happen in the SERPs anymore – it happens in the conversation. 

This is where three new approaches are making their mark: AI search optimisation (AIO), Answer Engine Optimisation (AEO) and Generative Engine Optimisation (GEO).  

The shift from SEO to AEO 

For more than two decades, SEO was the cornerstone of digital visibility. The formula was simple: pick the right keywords, optimise your website, build backlinks and climb the Google rankings. If you made it to page one, users would find you. 

That model is changing fast. Search is no longer just a list of blue links – it’s a conversation. With the arrival of AI overviews, answer engines and generative search, visibility now means being cited, summarised and recommended inside the response itself. 

Instead of clicking through to your site, users often get what they need directly from an AI-generated answer. That creates both a challenge and an opportunity: 

• Challenge: fewer clicks through traditional SERPs.
• Opportunity: the chance to be positioned as the trusted, “go-to” source AI engines rely on. 

In other words, success no longer means “ranking high” – it means being part of the answer. That’s where AIO, AEO and GEO come in. Let’s dive into each of these. 

What is AIO? (AI Informative Content) 

AI thrives on clarity, credibility and consistency. To appear in AI-powered results, your content needs to be structured in a way that “teaches” these engines what your brand stands for. 

AIO is about creating informative, conversational content that answers real questions, not just stuffing in keywords. Think of it as optimising for how AI learns and presents information. Done well, it ensures your business becomes part of the recommended “answer set” when ChatGPT, Claude or Gemini generate overviews. 

At Cartwright, we use AIO to make content discoverable in both traditional search and emerging AI-driven results – blending SEO with social signals to keep your brand visible across platforms. 

What is AEO? (Answer Engine Optimisation) 

Answer Engine Optimisation goes one step further. Instead of targeting rankings, AEO targets answers. 

When users speak to Alexa, Siri or Google Assistant, they’re not looking for a list of links – they want an immediate response. AEO makes sure your content is written in an intent-led, conversational way that gets picked up as the answer. 

For businesses, this means shifting from optimising for clicks to optimising for credibility. If your content delivers useful, intent-rich responses, it’s far more likely to become the trusted voice AI engines repeat back to users. 

What is GEO? (Generative Engine Optimisation) 

Generative Engine Optimisation is the newest player on the block – and it’s becoming vital. 

With Large Language Models (LLMs) like ChatGPT and Google’s AI Mode increasingly shaping discovery, GEO focuses on ensuring your brand is included in generative results. Rather than waiting for searchers to land on your site, GEO builds visibility within the conversation itself. 

It’s about making sure AI knows you, trusts you and recommends you. By feeding engines with high-quality, authoritative content, we help brands become the “go-to” recommendation across the conversational funnel – from awareness to purchase. 

Why it matters for your business 

If clicks are moving away from traditional SERPs, how do you keep traffic flowing? 

The answer lies in adapting. AI overviews and answer engines aren’t going away - in fact, they’re fast becoming the default way users discover, compare and choose brands. By combining AIO, AEO and GEO, businesses can: 

• Build authority in AI-generated results.
• Appear in voice search answers, not just search listings.
• Stay visible across emerging platforms like Perplexity and Gemini.
• Future-proof digital marketing against shifts in search behaviour. 

In short - visibility now means being part of the answer. 

How Cartwright helps brands adapt 

We work with businesses across sectors to make sure their content keeps pace with AI. That means: 

• Content that educates AI engines – structured, clear and authority-led.
• Digital PR and brand mentions – building credibility beyond your website with backlinks.
• Optimised assets – reviews, videos and FAQs designed for AI overviews.
• Analytics and tracking – measuring presence in AI summaries, citations and competitor mentions. 

Ready to claim your AI space? 

AI isn’t the future of search – it’s the present. The sooner your brand adapts, the faster you’ll build visibility in a search landscape that’s shifting by the day. 

Contact us to claim your free AI, AEO and GEO consultation. We’ll cut through the jargon and show you exactly where your brand can win.