Generative artificial intelligence is profoundly transforming the way consumers discover, understand, compare, and choose brands. In this new landscape, it’s no longer enough to focus on SEO, rank at the top of Google, or generate buzz on social media: brands also need to be part of the answers provided by AI assistants and search engines.

GEO—Generative Engine Optimization—redefines the priorities of marketing and communication by requiring brands to build the authority, relevance, and presence necessary to be recognized, interpreted, and cited by artificial intelligence systems.

The presentation will analyze how the relationship between Share of Voice and Share of Market is evolving in this new context and why communication, public relations, and marketing strategies must begin to work in an integrated manner.