Brands are scrambling to control how they appear in AI search, and it's given rise to a whole new 'GEO' industry

Source: Business Insider

Getty Images; Tyler Le/BIAI is changing the nature of search and rewriting the rules for brands. It has spawned a cottage industry of AI search experts, though skeptics warn of overpromising. The old rules of search still apply in this era, major platforms say, but there are key differences.

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