Join our Head of Content & Strategy, Claire Wilson, and Writing & AI Lead, Colm Hebblethwaite, to learn how to optimise your web copy for both human and AI stakeholders.
When GEO first emerged, there were concerns it would make corporate content less relevant, or even obsolete. In reality, the opposite has proved true. This is actually a strong moment for content. AI is far more likely to surface work that is original, authentic and meaningful. Keywords and meta descriptions still matter – but they’re no longer the whole story.
The brands that perform best in AI-driven search won’t be the ones producing more content, but the ones producing more meaningful content. In this sense, AI search isn’t a threat to content, it’s an opportunity.