GEO and branding: how to position your organization in AI-generated results
Generative AI isn't a trend. It's a paradigm shift. It’s already reshaping how brands interact with the world. Even Google—long the architect of online visibility—is changing how it shows results, prioritizing AI-generated answers over traditional links.
But in the race to adapt and the promise of full automation, a key question remains unanswered:
How can a brand stay authentic, clear, and consistent in a landscape dominated by algorithms that mimic, replicate, and amplify?
At Soluble, we don't approach this from fear or fascination. We start with judgment.
And from there, we explore what it means to position a brand in this new AI-driven context: Generative Engine Optimization, or GEO. A territory that belongs to those who make better decisions.
GEO: a new playing field for brands
Talking about GEO means understanding how brands appear, express themselves, and are interpreted in environments where content is generated by AI.
ChatGPT, Perplexity, Anthropic, Google searches enhanced by Gemini...
It’s no longer just about optimizing for search engines. Now it’s also about optimizing for answer engines—if that's a key part of your strategy.
Conversational assistants, AI-generated summaries, platforms that create text or images, and generative search systems are drawing a new visibility map.
One where the question is no longer who ranks first on Google, but who is understood and mentioned in this new model of accessing information.
In this scenario, brands without a clear, consistent, and authentic story risk fading out. Because generative AI doesn’t invent—it interprets and projects what it knows based on what it finds. If your website and social media contradict each other, if your tone changes with every writer, if your brand lacks a solid platform that clearly encapsulates its essence—then what shows up will be just as ambiguous as what you’re projecting.
AI doesn't hide the lack of clarity. It amplifies it. That’s why GEO positioning isn’t just a tech challenge. It’s a strategic one.
From strategic to tactical
Yes, there are technical levers you can pull:
- One topic, one intention. The clearer and more focused the content, the easier it is to be found and understood.
- Design your website content from strategy. Be clear, concise, and purposeful.
- Structure your site wisely. Help AI detect the key information and present it coherently.
- Look around for opportunities. Keyword analysis still matters. Whether it’s a prompt or a search, someone’s looking for answers with specific words.
- Prioritize quality, originality, and reliability. Sources that build trust and connect through language remain the most relevant.
A real case: generating content to generate answers
One of our clients came to Soluble needing volume—lots of high-quality content to boost visibility and establish themselves as a voice of authority in a fast-growing digital space.
We did what we always do: brand strategy, visual and verbal identity, digital product. Then came the activation phase—where we leaned on generative AI to create in-depth, high-quality, SEO-optimized content.
That work is now paying off—not only for SEO, but as a source cited in AI-generated answers.
A tool for ongoing activation
The real impact of AI isn’t just in search rankings—it’s in its power to keep a brand active, agile, and aligned. It helps adapt content to multiple channels. Spot inconsistencies before they scale. Test text versions and measure their impact. Organize everything in a Brand Center that serves every team. All faster. All smoother. With the help of generative tools.
It’s a two-way street: working with and for AI, as long as our judgment says it makes sense.
Leading the way
Generative AI is a chance for good brands—brands with something real to say—to show up stronger and more coherently.
At Soluble, we help you adapt to this new paradigm with structure, clarity, and the right tools. So that even in a world full of automation, your authenticity keeps setting you apart. Because in the age of AI, the first step toward relevance is that your company looks as good as it is.
