We already predicted this in our recent trend report: “The question isn’t if, but when large language models will launch their own advertising ecosystem.” Well, the time is now. People no longer type “AI agency Rotterdam” into Google’s search bar; instead, they ask their trusty AI buddy which Rotterdam agency they should go to if they want to grow with AI. Though to us, that seems like stating the obvious ;)
More and more people are ditching Google and asking their questions directly to platforms like ChatGPT, Gemini, or Perplexity. Where you used to scroll through a page full of search results, you now get a single, ready-made answer. This has long called for a shift in your strategy. We’ve shifted from SEO to GEO: Generative Engine Optimization. It’s no longer about being “findable” for a keyword, but about being “cited” by the AI. You need to be the source that the LLM (Large Language Model) can’t ignore.
But this is now taking it a step further as ad placements shift toward AI-generated overviews and responses, blurring the line between branding and conversion more than ever. We call this performance branding.
In a world where AI decides which brand is presented as “the best,” your brand name is your most powerful asset. If people aren’t specifically asking for your brand, you’re at the mercy of the algorithm. Performance branding ensures that you’re not only visible in the data, but that you create a preferred position in both the consumer’s mind and the AI’s database. From “buy me a large bottle of water” to “buy me a Stanley.”
Something that isn’t yet common practice is brands paying the companies behind AI to be featured in chatbot responses. This is known as “sponsored intelligence.” Although this could generate billions for tech companies, it’s a risky game. As soon as consumers sense that a recommendation has been “bought” rather than earned, trust in the chatbot evaporates. The challenge for brands, therefore, is to remain authentic even in a sponsored world.
The cat-and-mouse game behind the scenes
AI feeds on data from across the entire internet, including public forums and reviews. Marketers are already trying to influence these sources, but make no mistake: AI detects manipulation faster than we can adjust our strategies. Ruben Schreus rightly calls this a “cat-and-mouse game” in the FD. The real winner is the brand with a rock-solid, authentic reputation. If the world is talking positively about you, the AI will pick up on that. Reputation is the fuel for your GEO.
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