AI tools explained
How AI decides who to recommend.
GEO (Generative Engine Optimization) is SEO for AI answers. Here's what's happening behind the chat box.
Understand
AI models build a picture of your brand from everything published about you.
Retrieve
For live questions they search the web and pick trusted, relevant sources.
Recommend
They summarise and name a few brands. If you're not among them, you're invisible.
The platforms that matter
ChatGPT
The most used AI assistant. Blends training knowledge with live web search, and is testing ads in answers.
Google Gemini & AI Overviews
AI summaries at the top of Google results. Draws heavily on well-structured, authoritative pages.
Perplexity
An answer engine that always cites sources, with sponsored follow-up questions for advertisers.
Microsoft Copilot
Built into Bing, Edge and Microsoft 365, so it's where many business buyers already work.
Claude
Popular with professionals for research and analysis; relies on clear, factual source material.