Brock Murray

expert panel

As organizations race to develop generative engine optimization (GEO) strategies, many are approaching AI visibility the same way they approached search engine optimization over the last two decades: Publish more content, optimize keywords and try to improve rankings. Yet the rise of generative AI is changing how information is discovered, evaluated and surfaced.Members of the Senior Executive AI Think Tank—a curated group of executives, technologists, AI practitioners and digital transformation leaders—argue that many organizations are operating under flawed assumptions about how generative systems work. Their collective message is strikingly consistent: AI visibility is less about gaming algorithms and more about establishing trust, authority and credibility across the digital ecosystem.According to a 2024 Gartner forecast on generative AI and search, traditional search traffic is expected to decline significantly as users increasingly rely on AI assistants and conversational interfaces to find information. As AI-generated responses become a primary gateway to information, organizations must rethink how they establish authority online.The experts below explain why many GEO assumptions are misguided and where leaders should focus their efforts instead.