The Search Shift Has Already BegunSearch isn’t what it used to be. In fact, it’s not even just search anymore.The rise of AI tools like ChatGPT, Perplexity, and Google’s Gemini means that the way people find information - and make purchase decisions - is changing fast. At the same time, Google’s own AI Overviews have begun transforming its traditional results pages, turning what used to be a list of links into an AI-curated summary of answers.For businesses, this marks the beginning of something big. If your brand isn’t showing up in these answers - or the tools generating them - you risk losing visibility altogether.Enter Generative Engine Optimisation (GEO): the next evolution of search strategy.Let's break down what GEO actually is, how AI is reshaping online discovery, and what your ecommerce brand needs to be thinking about right now to stay ahead.What is Generative Engine Optimisation (GEO)?GEO stands for Generative Engine Optimisation, and it's exactly what it sounds like: the process of making sure your brand, content, and products are visible to AI-driven tools and search experiences.Unlike traditional SEO, which focuses on ranking in search engine results pages (SERPs), GEO is about showing up in AI-generated answers - think Google’s AI Overviews, ChatGPT responses, Perplexity summaries, and even voice assistants like Siri and Alexa.Search Engine RoundtableThese platforms don’t “rank” websites the way Google traditionally has. Instead, they pull from multiple sources across the web, summarise them using large language models (LLMs), and present concise, direct answers. If your content isn’t structured and optimised for these new engines, you might get skipped altogether.In short? GEO doesn’t replace SEO - it builds on it.It’s the natural evolution of search strategy in a world where AI is now the interface between users and content.Ranking vs Citations: A New Way to Think About VisibilityIn traditional SEO, success is usually measur...