Overview

• Generative engine optimization refers to tuning content for AI-driven platforms like ChatGPT, Gemini and Perplexity.
• Target outlined a five‑point focus—price, product, promotions, availability and policies—to make data machine‑readable and produce locally relevant results.
• Brands are piloting tactics such as Q&A formats, structured metadata, content visible only to LLMs and authentic long‑tail discussions on Reddit.
• Executives report AI summaries in Google’s AI mode can change results unpredictably, raising concerns over opaque ranking control.
• Traditional SEO remains important, with leaders citing roughly 30% to 40% of traffic from search, even as agents begin to enable checkout that could shift attribution.