One of the most significant changes the world has seen as a result of the launch of GenAI tools are the shifts in the ways consumers search for products and services. Now, brands are having to think about not only surfacing in traditional search results, but appearing in AI tools too – which offer a more intentional and conversational means of product discovery.
In this interview filmed at FutureWeek Forum, Xanthe Pickford-Avery, Head of Search at the7stars sheds light on the transformations being seen in the search world because of AI and if there’s really that much of a difference between Generative Engine Optimisation (GEO) and SEO.
