visibility is all you need

AI change is real, whether you accept it or not. What I mean is this: the way we consume content is changing. Everyone prefers the executive summary these days. And here’s the interesting part. Traditional SEO is changing too, and people are starting to call it GEO, Generative Engine Optimization.

Let me walk through a situation. Say your company has a great product, call it X. You’ve poured time and money into it, development, R&D, all of it. A competitor shows up with a similar product, Y. Your product has been on the market for a while now, but Y just launched. Here’s the thing though, your competitor did one thing really well. They generated richer data around Y. They documented it thoroughly, got it into different discussions, and made the information easy to find and easy for a machine to read. So when a user asks a generative AI assistant about the exact service your product provides, Y shows up at the top of the AI-aggregated answer, with prominent context. Your head start and your bigger budget have quietly become secondary to algorithmic retrieval patterns, patterns shaped by publicly available, AI-readable content.

This isn’t a small shift. AI already has a huge influence on how users make decisions, and it has made deciding faster and easier than ever. Generative AI is reshaping how people discover information, evaluate options and compare vendors, and this is happening in B2B too, not just consumer markets. IDC predicts that 62% of traditional B2B demand generation will be AI-led by 2028, and that by then 70% of U.S. B2B buyers will rely on generative AI to discover, evaluate and select vendors. It’s coming.

So I think we need to zoom out a little and rethink. Companies, and product teams specifically, need to redesign their strategies for AI-driven discovery, optimized for prompts, not just keywords.

There’s more on the plate for users now. If you look at this from the user’s side it’s great, it lets me research things so much faster and saves my time. But what does it mean for your product?

Two things.

First one. Rather than keeping your product data in one big silo, spread it across different platforms. That alone will drastically increase your visibility. Build a large, well-documented corpus of your product data and make it publicly available. I think for accuracy and accountability it’s also important to take feedback and user questions on platforms like Reddit just as seriously. That’s increasingly where the models are reading from, and it’s where your product’s reputation actually gets written.

Second one, AI-friendly content. I think this is the single most important factor in this visibility problem. Don’t put unnecessary paywalls or authwalls on your website. Let AI access your content and craft its answer from it. Add rich metadata, use structured formats, and write clearly enough that a model can quote you correctly.

The takeaway is simple. Make your product more visible to index on top in this GEO driven search world.