In an article titled Digital Marketing: Between Found, Quoted and Recommended, Ugochukwu Ugwuanyi argues that the growth of AI-powered platforms such as ChatGPT, Google AI Overviews, Perplexity and Claude is changing the rules of online visibility.
He notes that while businesses previously focused on ranking highly on search engines to attract clicks, they must now consider how frequently AI systems mention, cite or recommend their products and services.
The shift, which he describes as the emergence of an “Answer Economy”, means potential customers can discover a brand through an AI-generated response before visiting its website or a traditional search result.
Ugwuanyi cites OpenAI’s disclosure that ChatGPT has approximately 900 million weekly users and a G2 report which found that 51 per cent of B2B buyers now begin their research on AI platforms rather than traditional search engines.
SEO, AEO and GEO: Understanding the Difference
The article identifies three approaches shaping digital visibility: Search Engine Optimisation (SEO), Answer Engine Optimisation (AEO) and Generative Engine Optimisation (GEO).
According to Ugwuanyi, SEO focuses on helping businesses appear in search results through keyword research, authoritative links, structured data and relevant website content.
AEO, on the other hand, seeks to position content as a reliable source for direct answers to users’ questions. This includes using question-based headings, frequently asked questions and clear explanations that AI-powered search features can reference.
GEO focuses on increasing the chances that generative AI platforms will mention or recommend a brand when users ask for product comparisons, business suggestions or purchasing advice.
He explains that being quoted in an AI-generated answer is different from being recommended as a preferred option. While a citation indicates that a platform has drawn on a source’s information, a recommendation places a business among the options presented to a potential customer.
Ugwuanyi argues that the three approaches should complement rather than replace one another, describing SEO as the foundation upon which AEO and GEO strategies are built.
Why Brand Credibility Matters in AI Search
The article further highlights the importance of credibility beyond a company’s website, noting that AI systems also draw on information from third-party publications, reviews, professional platforms and online communities.
Ugwuanyi says consistent brand information, positive review signals, credible mentions and useful content can strengthen a business’s visibility across AI-powered platforms.
He maintains that businesses must establish a clear identity online, communicate what they offer and provide evidence to support their claims.
The article also emphasises Google’s Experience, Expertise, Authoritativeness and Trustworthiness (E-E-A-T) principles as important considerations in building digital credibility.
Measuring Visibility Beyond Website Traffic
Another challenge identified in the article is how businesses measure the impact of AI recommendations.
Ugwuanyi argues that traditional search metrics, such as website rankings and organic traffic, may not adequately capture the influence of AI-generated recommendations, particularly when users act on information without clicking through to a website.
He proposes separate measurement approaches for SEO, AEO and GEO.
For SEO, businesses should monitor qualified website visits and leads generated through search. For AEO, they should track how frequently their content is cited in responses to relevant questions. For GEO, they should measure how often AI platforms recommend their brands, particularly as the first option for different customer groups and purchasing stages.
He also recommends that organisations include AI assistants in customer feedback questions such as “How did you hear about us?” to improve the tracking of leads influenced by AI platforms.
As part of the process, businesses can regularly test the responses generated by platforms such as Google and Perplexity using questions relevant to their products and services. He suggests tracking brand mentions, citations, recommendation frequency and the accuracy of information presented across multiple searches.
Why Public Relations Must Adapt
Ugwuanyi also calls on public relations professionals to pay greater attention to GEO, arguing that brand visibility increasingly depends on how organisations are represented across websites and platforms they do not directly control.
He says PR teams must strengthen brand identity, secure credible third-party mentions and ensure that information about their organisations is accurate and consistent across the internet.
The article identifies AI-powered search as an additional tool for competitor analysis, allowing businesses to understand why rival brands are repeatedly recommended and identify gaps in their own offerings or communication strategies.
He further highlights the role of social media platforms and online communities, including Reddit, LinkedIn and YouTube, in shaping the information available to AI-powered search systems.
Ugwuanyi concludes that businesses must move beyond the pursuit of search rankings and focus on producing clear, useful and credible information that AI platforms can identify, reference and recommend.
His central argument is that digital visibility now involves three distinct outcomes: being found through search, being quoted as a trusted source and being recommended as a preferred choice.
