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If the past two decades of digital marketing were defined by SEO, the next chapter is being shaped by something new: generative engine optimization, or GEO. As AI-powered search experiences like ChatGPT, Google AI Overviews, Claude and Perplexity reshape how people discover information, brands are no longer just competing for clicks; they’re competing to be included in the answer.

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.