How AI assistants choose products
Live examples of what the AI engines say about their products today, and where the team can change the answer.
GEO training for teams who want their brand in the answer.
Generative engine optimisation (GEO), also called answer engine optimisation (AEO), is how a brand gets found, cited and recommended by ChatGPT, Gemini, Perplexity, Copilot and Google's AI Overviews. I run webinars, workshops and training programmes that show marketing, ecommerce and brand teams what the AI engines say about them today, and what they can do about it.
What is GEO?
GEO is the work of making sure AI assistants know your brand, trust it and recommend it when your customers ask for help choosing.
When someone asks ChatGPT for the best electrolyte drink or the right home insurance, the engine reads the web, picks a handful of sources and gives one answer. GEO is about being in that answer, described the way you'd want.
GEO and AEO mean the same thing in practice. Some teams also say AI search optimisation, AI visibility or LLM optimisation. It builds on SEO and adds new work: how your brand is described across the web, which third-party sources the engines trust, reviews and ratings, product data, and content written to answer real questions.
From what the engines say to what your team can change.
Your AI audit
I ask the main AI engines the questions your customers ask, and show you what they say about your brand and your competitors.
How the engines choose
Where the answers come from: which sources get cited, how reviews, ratings and product data feed in, and why some brands get named while others are missing.
What your team can influence
Content, product pages, reviews, PR, partners and marketplaces. The things that change the answer in your category, and who owns each one.
Tracking AI visibility
A simple monthly method for tracking how often you're named and recommended, so progress shows up in numbers your leadership will recognise.
Agentic commerce
What changes when AI agents start buying on your customers' behalf: product feeds, checkout and trust.
What teams have been asking for.
From discovery to decision
We asked four AI engines the questions their customers ask, compared the answers, then worked through what the team can influence: content, ratings and the sources the engines trust.
The content was absolutely spot on, seriously cutting edge on AI and agentic checkouts. High energy, super interactive, and exactly what we needed. Couldn't have asked for more.
One session, or a programme that sticks.
GEO for your team
What the AI engines say about your category today and what your team can influence, with live Q&A. Includes a briefing call and the audit beforehand.
Your category, your data
We work through your brand, your competitors and the sources that matter, and leave with a short list of actions and owners.
GEO capability building
A series of sessions for marketing and ecommerce teams, with a short mission to do at work between each one, so the skills are used straight away.
A briefing for leaders
What AI search and agentic commerce mean for the P&L, where to invest, and what to ask your teams and agencies.
I test it on my own brands.
I've worked in ecommerce since 2001 and been there for every wave: desktop, mobile, marketplaces and now AI. I founded Pod1, which became BORN, and was Global Chief Digital Officer at Geometry, WPP, working with Coca-Cola, Unilever, GSK and Heineken.
I also run my own consumer brands, HIRO and OTO, so I'm testing what works in AI search on my own products, with my own money. Your team gets what's working now, explained in plain English.
Planning a GEO session?
Email me with the team, what you'd like them to leave with and any dates. I'll suggest a format and fee. You can also book through the team at Econsultancy.
GEO and AEO, answered.
What is GEO?
GEO, or generative engine optimisation, is the work of making sure AI assistants such as ChatGPT, Gemini, Perplexity, Copilot and Google's AI Overviews know your brand, trust it and recommend it when your customers ask for help choosing.
What is the difference between GEO, AEO and SEO?
GEO and AEO (answer engine optimisation) describe the same job, and teams use the names interchangeably. Both build on SEO, because the AI engines read the web through search indexes. The goal changes from a click in a list of links to a mention inside one answer, and that answer is built mostly from sources you don't own, such as reviews, comparison sites and articles.
Who is GEO training for?
Marketing, brand, ecommerce, content, PR and digital teams, from managers to VP level, and leadership teams who want the commercial picture in plain English.
Do you do the GEO work for us?
I train and advise. Your team, or your agency, does the work, and I help you decide where to invest, brief it well and judge the results.
Is it tailored to our category?
Always. Before every session I ask the main AI engines the questions your customers ask, so the examples, the competitors and the sources are yours.
How do you measure AI visibility?
With a fixed set of buying questions asked across the main AI engines every month. You track how often you're named, how you're described, who else is recommended and which sources are cited.
Can we book through Econsultancy?
Yes. You can book me directly or through the team at Econsultancy.
In person or online?
Both. I'm based in London and work across the UK, Europe, the GCC and the US.