AI & Technology

For years, tracking brand health meant surveys. Awareness, consideration, favourability, tracked quarterly, reported with a margin of error and a long lag between the question and the answer. That's still useful. It's also no longer the only place brand perception lives. A growing share of it now lives inside a chat window, in whatever ChatGPT, Gemini, or Perplexity says when someone asks who's good in your category. Ask an AI assistant what your brand does, who its real comp

For twenty years, "getting found" meant getting found by Google. Keywords, backlinks, page speed . . . the whole familiar SEO toolkit. That toolkit still matters. But a growing share of the moments where someone decides what to buy, who to hire, or which brand to trust now happen inside a conversation with an AI model. That conversation runs on a completely different set of rules. We call this discipline answer engine optimization (AEO), or generative engine optimization (GEO