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Leading the AI revolution or watching from the sidelines?

Trends

Artificial Intelligence
Sector

Others

IT and Communications
Countries

Global

Sep 19 2025

In today’s world, where more than 4.7 billion people engage with Artificial Intelligence (AI) technologies, the real question is no longer whether AI will transform the market. It’s how your company plans to lead that transformation. From virtual assistants to tailored product recommendations, AI is already woven into our everyday lives. But from a business perspective, companies that fail to adapt risk being left behind.

For business leaders, the challenge goes beyond understanding the technology. It’s about choosing how to integrate it into both business and reputation strategies. CEOs and CMOs need to approach AI not as just another marketing tool, but as a strategic leadership asset.

This shift isn’t only about adopting new technologies. It requires a full adaptation to a new paradigm. Business leaders today recognize that innovation isn’t just a passing trend. It’s reshaping how companies operate, how they connect with consumers, and how they position themselves in the market.

The new digital era: Generative Engine Optimization (GEO)

Amid this ongoing transformation, a new frontier of digital optimization is emerging: Generative Engine Optimization (GEO). Unlike traditional SEO, which focuses on improving rankings in search engines, GEO is about designing content that gets cited directly in AI-generated responses by tools like ChatGPT, Claude, and Gemini. Instead of relying solely on keywords, GEO prioritizes clarity, structure, and trustworthy sources — all essential to ensure that brands stay visible in automated responses without needing to chase clicks.

Imagine a scenario where consumers ask AI tools for fast, accurate answers. The ability to have your brand appear in those responses will be crucial for maintaining relevance and visibility. GEO is more than just an evolution of SEO. It is a strategic requirement for companies that want to remain discoverable in a world where AI is redefining digital communication.

GEO vs. SEO: the game changer

Traditionally, SEO has aimed to position websites at the top of search results. GEO, on the other hand, focuses on being recognized in the automated responses generated by AI systems. The main difference is simple: SEO relies on attracting clicks, while GEO ensures instant visibility. This shift means CEOs and CMOs must rethink their digital marketing strategies from the ground up.

Aspect	SEO (Search Engine Optimization)	GEO (Generative Engine Optimization)
Objective	Improve ranking on search engine pages	Increase visibility in AI-generated responses
Focus	Keywords and backlinks	Clarity, structure, and reliable sources
Strategy	Optimize web pages for search engine algorithms	Optimize content for language models
Platform Examples	Google, Bing	ChatGPT, Claude, Gemini, Perplexity

Global brands are already adjusting their content strategies to be recognized by AI systems — not just by search engines. In Brazil, banks and retailers are beginning to test GEO strategies in FAQs and corporate content to make sure their brands appear in generative AI responses. Still, like any disruptive shift, GEO isn’t a silver bullet. Its effectiveness depends on high-quality data, ethical content creation, and process transparency. CEOs and CMOs must ensure that teams are prepared to invest not only in robust technology but also in an ethical, strategic approach.

How AI is reshaping consumer behavior

The way consumers interact with brands is changing quickly. According to a study by LLYC, 52.5 % of consumers trust AIs more than influencers, and 90% of young people use AI to discover products. GEO is a direct response to this shift. Companies that fail to optimize their content for AI risk losing the attention among today’s highly connected and engaged audiences.

GEO plays a critical role in helping companies stay relevant as AI becomes increasingly central to the customer journey.

In a world where AI already shapes how people perceive brands, transparency has become more important than ever. How a company uses AI — ethically, responsibly, and with respect for privacy — will determine the level of trust it builds. AI tools are already helping companies monitor their reputation in real time, respond swiftly to crises, and fine-tune communications across channels.

Being a leader in the AI era requires more than technical know-how. It calls for a strategic mindset and the ability to orchestrate collaboration between people and machines. CEOs and CMOs must recognize that AI is not just a tool to deploy — it’s a driver of continuous innovation. Managing this transformation is one of today’s most pressing challenges for business leaders.

The companies that choose to lead this revolution will shape what comes next. Those that hesitate will be left behind.

The path to relevance

Adapting to AI is no longer optional. It’s the difference between falling behind and thriving in the market. To succeed, companies must invest in generative AI, create content optimized for AI platforms, and maintain a strong commitment to ethical and transparent practices. GEO is not a passing trend. It is a long-form strategic imperative. For CEOs and CMOs, leading the way on AI means not only gaining a competitive edge, but also building a resilient, trusted reputation that lasts.

The digital future will be defined by those who know how to lead through change. GEO is already redefining how companies are discovered and recommended in an AI-driven world. The leaders who prepare today will be the ones remembered tomorrow as the voices that helped shape the future of artificial intelligence. If your company is not leading, it’s falling behind. The AI revolution has begun. Leadership in this new era is more than technical, it’s reputational, strategic, and cultural. Companies that take the lead today won’t just gain market share. They’ll set the standards for trust and innovation in the decade ahead.