Forget SEO. Welcome to the World of Generative Engine Optimisation

Summary

WIRED explains how retailers and marketers are shifting from traditional search engine optimisation (SEO) to generative engine optimisation (GEO) as shoppers increasingly rely on chatbots and AI-driven search. With partnerships like OpenAI and Walmart enabling purchases inside chat interfaces and reports forecasting huge traffic spikes from AI tools, brands are reworking content strategies to be discovered by models rather than by Google alone. GEO emphasises concise, structured, granular information (think FAQs and bullet points) and is already an industry attracting significant investment.

Key Points

Chatbots and AI search engines are expected to drive a major jump in shopping traffic this holiday season (Adobe estimates up to a 520% increase vs 2024).
OpenAI’s partnership with Walmart lets users buy directly inside the chat window — accelerating commerce inside AI interfaces.
Generative Engine Optimisation (GEO) is the emerging successor to SEO; industry estimates put the GEO market near US$850 million this year.
Sources cited by AI tools now overlap far less with Google’s top links — Brandlight’s Imri Marcus says overlap fell from ~70% to below 20% — so discovery patterns are changing.
Chatbots favour simple, structured formats and highly specific content (FAQs, bullet lists, granular product specs) over long-form, promotional posts.
Brands are using AI to generate GEO-friendly content and are prioritising awareness — getting mentioned by chatbots — over immediate click-through conversions for now.

Context and Relevance

This piece is important for marketers, product teams and retailers preparing for AI-driven discovery. As consumers increasingly ask chatbots for recommendations, how your product information is formatted and surfaced will affect visibility. The article ties into broader trends: AI-powered shopping, platform partnerships (OpenAI + Walmart), and a shifting content economy where models, not search engines, choose what to surface.

Why should I read this?

Short version — if you sell anything online or make content, this is the wake-up call. Chatbots pick answers differently to Google. Want to turn up in someone’s ChatGPT shopping reply this Christmas? Learn to write for models: short, specific, and structured. It’s quick, practical, and saves you from guessing what will matter when AI does the recommending.