Generative Engine Optimization (GEO) is the practice of improving how your brand shows up when buyers research products inside AI models like ChatGPT, Claude and Gemini. In this AI Edge live session, U of Digital and Evertune break down how AI search is reshaping the customer journey and what marketers can do to get recommended.
Buyers now start brand discovery inside a single AI conversation. 39% of consumers have already used AI for online shopping, 85% of them say it improved the experience and over a quarter of US consumers now name AI as their primary source for product research. If an AI model doesn't recommend your brand, you're missing from the discovery, consideration and decision stages at once.
Daf Dent and Tom Riordan of U of Digital set the scene on GEO, then run a live demo showing how the same ChatGPT prompt returns different answers minute to minute and how to audit your own brand's AI visibility.
Brian Stempeck (CEO and co-founder of Evertune) and Mark Sherman (Ads Product Lead at Evertune) then show what GEO measurement looks like at enterprise scale and demo how to launch and optimize ChatGPT Ads directly from that organic visibility data.
What you'll learn
- What GEO is and why it's different from traditional SEOWhy context hints are not keywords and how that changes campaign strategy
- Why AI models are probabilistic and give a different answer every time
- How to audit your brand's visibility in ChatGPT in a few prompts
- How to scale a GEO study using ChatGPT skills and sub-agents
- How ChatGPT Ads actually work: campaigns, ad groups, CPC/CPM/CPA bidding and context hints
- How to scale a GEO study using ChatGPT skills and sub-agents
- How to use organic GEO data to fund a paid media strategy inside ChatGPT
- Where AI search advertising is headed: retargeting, citations and shopping ads
Speakers
- Brian Stempeck (Co-Founder & CEO, Evertune)
- Mark Sherman (Senior Product Manager for Ads, Evertune)
- Shiv Gupta (Co-Founder & CEO, U of Digital)
- Tom Riordan (U of Digital)
- Daf Dent (U of Digital)
