This holiday season, Americans are changing how they shop online — and it’s not through Google searches. Instead, more people are turning to large language models like ChatGPT to find gift ideas, exclusive deals, and the best holiday sales. According to a recent Adobe shopping report, retailers could see traffic from AI chatbots and conversational search tools grow by as much as 520 percent compared to 2024.
OpenAI has already taken notice. The company recently announced a major partnership with Walmart, enabling users to browse and buy products directly through the ChatGPT interface. This move marks a significant shift in the retail world — where consumers are increasingly depending on AI-powered assistants instead of traditional search engines to make purchasing decisions.
From SEO to GEO: The Next Era of Digital Marketing
For years, businesses have focused on Search Engine Optimization (SEO) — crafting blogs, keywords, and backlinks to rank higher on Google. But as AI-driven discovery tools become the go-to for consumers, brands are now adapting to a new strategy known as Generative Engine Optimization (GEO).
According to market research, the GEO industry is expected to reach $850 million this year, signaling rapid adoption by marketers and content strategists worldwide. GEO shares the same fundamental goal as SEO: to anticipate user intent and ensure brand visibility in search results. However, the methods are evolving as chatbots prioritize different kinds of information.
Why Chatbots Rank Content Differently
Traditional search engines often favor lengthy, keyword-dense blog posts — the kind you see before every recipe or product guide. But AI tools work differently. Chatbots like ChatGPT and Gemini tend to surface content that’s structured, concise, and data-rich.
Imri Marcus, CEO of GEO consultancy Brandlight, notes that there used to be about a 70 percent overlap between top Google results and the sources cited by AI engines. Today, that overlap has dropped below 20 percent. “Chatbots prefer content that’s clear and structured,” Marcus explains. “Think bulleted lists, comparison tables, and FAQ pages — these formats help AI answer many specific questions quickly.”
In essence, GEO requires businesses to create more granular, question-driven content. Instead of writing broad, brand-focused blogs, marketers should focus on answering detailed queries that users might ask directly to an AI model. For example, instead of a general article about “Why General Motors is a great company,” a brand might publish content comparing Chevy Silverado vs. Chevy Blazer driving range — a much more specific, search-worthy question.
The Future of AI-Driven Discovery
As conversational AI becomes the primary gateway for product discovery, GEO is emerging as the key to maintaining brand visibility. Retailers that adapt early will not only capture more traffic from AI-powered searches but also gain a competitive edge in personalization and engagement.
Just as SEO once reshaped the internet’s content landscape, Generative Engine Optimization is now redefining how brands communicate with customers — one chatbot query at a time.
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