From Discovery to Influence: A Guide to AEO and GEO [Guide]
Microsoft Advertising team has published ‘From Discovery to Influence: A Guide to AEO and GEO’.
Jen Myers says, “When a shopper asks an AI assistant for a “lightweight carry-on bag that fits a laptop and doesn’t look corporate,” how does your brand get considered? SEO got you here, but it won’t get you there. AI assistants, browsers, and agents evaluate and interpret your data in new ways, and showing up in their recommendations requires a different kind of readiness.
The new discovery landscape
The goal is no longer traffic. It’s influence.
AI assistants, browsers, and agents don’t just index your site. They reason over data on and off your site and decide whether your brand is worth recommending. That decision depends on how complete, current, and contextual your product information is. Every detail, benefit, and price signal matters.
SEO is how you won in search. AEO (Answer Engine Optimization) and GEO (Generative Engine Optimization) are how you win the recommendation in AI-powered discovery. AEO drives clarity—accurate, real-time data AI can interpret. GEO drives credibility—content that positions your brand as authoritative. That’s the new game.
Why early matters
Agentic commerce is still early, which means most brands haven’t figured this out yet. The ones who move now won’t just be discoverable when it matters. They’ll be the benchmark everyone else is catching up to.”
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