QuickTake Report: The theme of this report is the growing value of Generative Engine Optimization (GEO). For more than a decade, search engine optimization (SEO) has been a strategic priority for brands seeking to maximize website traffic and product visibility through high rankings on search engine results pages. However, the internet search landscape is evolving rapidly. As consumers increasingly rely on AI-powered chatbots such as ChatGPT and Claude for discovery and information retrieval, brands must adopt new optimization strategies tailored to AI-driven search experiences. GEO enables organizations to improve visibility in AI-generated search responses across platforms such as ChatGPT, Google AI Overviews, and Perplexity, among others. A new wave of startups is enabling brands to gain visibility. These include Profound, AirOps, and Bluefish.