Generative Search & Brand Visibility: What CMOs Are Doing (and Should Be Doing)
Generative search is transforming the way people discover and engage with brands online. Rather than displaying a simple list of search results, platforms like Google’s Search Generative Experience and AI tools such as ChatGPT now deliver direct, conversational responses to user queries. This shift is having a major impact on brand visibility — and marketers are quickly realising that traditional SEO isn’t enough to stay front and centre.
In this new landscape, it’s not just about ranking highly. It’s about being mentioned and trusted by the AI systems shaping those answers. If your brand isn’t represented well in these spaces — or worse, not represented at all — you risk being invisible to a growing share of your audience.
How CMOs Are Responding
Forward-thinking marketers are already tackling this head-on by creating what some are calling a “Brand Control War Room” — a framework for monitoring and managing brand presence in AI-generated content.
This includes:
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AI narrative audits – checking how AI platforms describe your brand and whether the messaging is accurate.
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Rapid response processes – being ready to correct or address any inaccuracies quickly.
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Optimising brand content – ensuring your website and assets contain the kind of structured, authoritative information that AI systems are likely to reference.
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Tracking brand proxies – identifying keywords or associations that AI may use to infer who you are and what you do.
It’s no longer just about your website. It’s about how your brand is represented in the broader digital ecosystem — including media coverage, third-party reviews, and social mentions — all of which feed into the information that generative search tools use.
From SEO to GEO: A New Optimisation Model
With the rise of AI search, marketers are evolving their strategies from traditional Search Engine Optimisation (SEO) to a more layered approach:
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Answer Engine Optimisation (AEO) focuses on providing clear, concise content that answers specific questions — perfect for featured snippets or voice searches.
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Generative Engine Optimisation (GEO) is about ensuring your content is referenced by AI when it compiles responses. This means building deep topical authority, using structured content formats, and making your brand a credible, go-to source.
This three-tiered approach — SEO, AEO and GEO — is quickly becoming the new standard for digital visibility.
Why This Matters Now
One of the most significant shifts with generative search is the decline of the traditional click-through. Users are increasingly getting the answers they need directly from AI — which means fewer visits to your site unless you’re the source being cited.
In this zero-click environment, it’s the quality and structure of your content that determines whether you’re included in the AI’s response. High-quality, third-party mentions are becoming even more important, and inaccurate or outdated content can damage your brand’s reputation if it’s picked up by generative systems.
What You Can Do
Now is the time to:
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Audit how your brand is being represented across AI platforms.
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Strengthen your content to align with AEO and GEO best practices.
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Invest in third-party visibility — media mentions, guest posts, reviews, and citations.
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Create a plan for quickly responding to any incorrect or misleading AI-generated content.
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Track how often your brand is being referenced in generative responses and make adjustments accordingly.
Looking Ahead
As generative search becomes more embedded in user behaviour — particularly among younger, tech-savvy audiences — the brands that adapt early will have a clear advantage. Visibility is no longer just about ranking well in traditional search engines; it’s about being part of the narrative that AI tools create and share.
For CMOs and marketing teams, this is a pivotal moment. Getting your brand ready for AI-driven discovery isn’t just a nice-to-have — it’s a necessity.
