Marketing

Generative Engine Optimization (GEO) is the emerging discipline of making a brand, product or company more likely to be **discovered, mentioned, recommended and cited by generative AI systems** such as ChatGPT, Google AI Mode and AI Overviews, Gemini, Perplexity and Microsoft Copilot. It is the analogue of search-engine optimization (SEO) for an environment in which the consumer no longer receives ten blue links and decides what to click. Instead, the AI system researches, synthesizes, compares and increasingly recommends products on the consumer's behalf. The distinction matters enormously for retail and consumer businesses. A shopper asking “What is the best moisturizer for sensitive skin under $50?” may receive a shortlist of five brands without ever visiting Google. The AI's answer has effectively become the first shelf, first salesperson and, increasingly, the first step toward transaction. Click here to view the Executive Briefing.  

Marketing has entered a new era. A shift from descriptive analytics to predictive, prescriptive, and autonomous marketing intelligence. Click here to view the Executive Briefing.

Competitive strategy’s assumptions are breaking. The biggest transition since Five Forces and the Resource-Based View. The classics still work — but they assume stable industries, linear value chains, and human decision-makers. All three assumptions are weakening. Click here to view the Executive Briefing.  

Marketing is shifting from managing attention to managing preference, and from optimizing communications to optimizing decision systems. Click here to read the Executive Briefing   

Customers no longer compare you only against direct competitors. They judge every experience against the most relevant, seamless, and personalized interaction they encounter anywhere.  Hyperpersonalization has emerged as the strategic capability that separates market leaders from laggards — combining customer data, AI, predictive analytics, and real-time decisioning to deliver individualized experiences at scale. Click here to read the Executive Briefing.