Answer Engine Optimisation (AEO) & Generative Engine Optimisation (GEO) are reshaping how products and brands get discovered.
When a consumer asks an AI assistant which running shoe is best for flat feet, or which skincare brand is most trusted for sensitive skin, the answer they receive is shaped entirely by the quality, consistency, and accessibility of the content and data brands have built - often years before that question was asked.
This paper sets out what that shift means in practice: how these engines work, what they evaluate, where most organisations are falling short, and what a realistic path to improvement looks like.
It is grounded in direct client experience across global brands and retailers, and is intended as a working reference for the teams responsible for content operations, product data, and digital shelf performance.
