Uncover how to be discovered and chosen in the new search landscape
AI is rewriting the rules of search. Traditional rankings, linear journeys and click‑throughs are giving way to AI‑curated answers where generative systems interpret, summarise and present brands on behalf of consumers.
In this new environment, it’s no longer enough for your brand to simply be visible. It must be understood.
Our guide to Generative Engine Optimisation (GEO) and AI search visibility shows you how to build the signals that modern AI engines rely on to be cited and chosen in AI-generated answers: clarity of meaning, differentiated positioning, structured content and a consistent digital footprint.
This changing landscape is an opportunity for brands to unlock new growth. Brands that strengthen their signals now will be the brands that AI recognises, cites, and ultimately recommends.
What you’ll learn:
- The practical steps to take to improve your brand's AI visibility, strengthen predisposition, and ensure your story is told accurately.
- How AI has become the new editor of the digital world and what that means for brand discovery.
- Why Meaningful, Different and Salient brand signals matter more than ever in an AI‑mediated journey.
- How Generative Engine Optimisation (GEO) extends classic brand‑building into a new channel.
- How to align SEO/GEO tactics with long‑term brand growth principles validated by Kantar.
Get the insights you need to stay discoverable, differentiated and chosen in an AI-led world.
Who this guide is for
Senior brand & marketing leaders
Gain clarity on how search is evolving, what this means for your brand strategy, and how to build mental availability in an era where AI shapes the choices people see and make.
SEO, digital and content practitioners
Understand the changing mechanics behind AI-driven answers and the practical steps you can take to build stronger signals, authority and consistency across platforms.
Why this matters now
The search landscape is shifting faster than ever:
- AI-generated answers increasingly replace traditional search results.
- Clicks to brand websites are declining as users get answers directly from AI.
- Visibility alone no longer guarantees brand presence in generative systems.
At the same time, AI models draw from an enormous constellation of sources, including brand sites, social platforms, reviews, video, structured data and third‑party content. Brands must therefore ensure they are not only discoverable, but accurately represented.
Brands that invest in clear meaning, differentiated positioning and consistent signals will be the ones that win. AI is a new space to build mental availability, establish authority and strengthen predisposition. In this context, the proven growth lessons from the Kantar Blueprint for Brand Growth extend into the new era of search.
Frequently asked questions
What is AI search and how is it different from traditional search?
AI search uses generative models to answer questions directly, rather than simply listing links. Instead of sending users through a linear journey of webpages, AI platforms summarise, interpret and recommend information in one response. This means brands are increasingly represented by AI systems, not just ranked by them.
Why is visibility no longer enough in the AI search era?
Because AI doesn’t just surface brands — it explains them. Being visible without clear meaning risks being misrepresented or overlooked. Brands now need strong, consistent signals that help AI systems understand what they stand for, how they’re different, and why they should be chosen.
What is Generative Engine Optimisation (GEO)?
Generative Engine Optimisation (GEO) is the practice of optimising brand and content signals so they are clearly understood, trusted and cited by AI systems. GEO builds on traditional SEO, but goes further by focusing on clarity of meaning, structured content, authority signals and brand consistency across the digital ecosystem.
Why does brand strategy matter more in AI search?
AI systems learn from patterns across thousands of sources. Brands with strong, Meaningful, Different and Salient signals are easier for AI to recognise and recommend. Brand strategy provides the clarity and consistency that machines, and people, need to make confident choices.
Win discovery and choice in the AI search era with Kantar
Explore how the Kantar Generative AI Brand Tracker can help you adapt your brand and search strategy for an AI‑driven world. Strengthen your Meaningful, Different and Salient brand signals so your brand is not only found, but understood, trusted and chosen.