AI-Based Search: Information-Search Marketing and Generative Engine Optimization

This technical note explains the evolution of consumer search behavior and introduces a practical framework that can enable marketing leaders to manage brand visibility when customers increasingly receive answers from AI rather than lists of links from a traditional search platform. The note describes the meaning and emergence of terms like Generative Engine Optimization (GEO) and Generative Engine Marketing (GEM), introduces a framework for prioritizing investments and managing risk in Information Search Marketing (ISM), and provides a short reflective review for leaders who must navigate a landscape of both traditional and AI-based search platforms.