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AI-driven search has significantly altered the way people seek information – and the way brands show up in digital channels. As a result, fintechs are being challenged to navigate this new normal and enhance how their organizations are represented in AI-generated results across platforms such as ChatGPT, Perplexity, Google’s AI overviews and more. In this new landscape, Generative Engine Optimization (GEO) has become a critical imperative.