Generative AI isn’t just a tool, it’s rewriting how people search. With Generative Engine optimisation (GEO) taking off, marketers now optimise not just for Google, but for AI systems that synthesize answers. In October 2025, GEO is one of the hottest topics: content must be structured to be understood by language models. So it’s no longer about just keywords or back links, it’s about context, narrative, and clarity. If you want your brand to be the answer AI picks, you need to think like the AI.