As AI assistants increasingly discover, summarize, and recommend content across the internet, businesses need to adapt their strategies. They must be prepared to serve both human users and AI agents. According to WordPress VIP CTO Brian Alvey, traditional search engine optimization (SEO) is no longer enough on its own. Instead, Generative Engine Optimization (GEO) is becoming increasingly important for maintaining visibility in AI-powered search results.
Research shows that many companies now prioritize AI discoverability and are seeing growing traffic from AI platforms. However, trust, authenticity, and direct customer relationships remain essential. Alvey argues that successful brands will combine AI-friendly content with genuine human perspectives to stay relevant to both machines and people in an evolving digital landscape.