Brands like LinkedIn, Mars & Arla are adopting strategies to stay visible in AI answer engines - ChatGPT & Google AI Overviews. Generative Engine Optimisation (GEO) or simply AI SEO - is becoming critical for brand discoverability. Agencies are responding too - Ogilvy ANZ just launched 'Generative Impact' with Semrush, a service combining earned media and AI-optimised content to counter falling traffic from traditional search.