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April 29, 2025
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2
min read
Search Engine Optimization (SEO) has been a cornerstone of digital strategy for decades. Traditionally, SEO has centered almost exclusively around one goal: ranking highly on Google. Optimizing for keywords, improving site speed, building backlinks, and crafting content for Google's algorithm have all been the focus.
But the search landscape is changing - quickly... super quickly.
The rise of AI-driven tools like ChatGPT, Claude, and Perplexity has introduced a new concept: Generative Engine Optimization (GEO). GEO, sometimes referred to as AI Search Optimization, is not separate from SEO but rather an evolution within it. It addresses how brands appear and are recommended in AI-generated responses, not just traditional search listings.
The major AI players such as OpenAI's ChatGPT, Anthropic's Claude, and Perplexity AI are quickly becoming the new front doors to the internet.
Prismfly data shows AI generated traffic still under 10% for ecommerce brands (as of April 29th 2025). There has also been a surge in discount code discover through AI Search.
"We've seen an increase in product & discount discovery through AI search. It's a minority of traffic but we expect to see this grow over the coming months. SEO got you found on Google. GEO gets you recommended by AI." - Yusuf Shurbaji, Prismfly | Co-Founder
People are bypassing traditional search altogether, getting curated answers and brand recommendations from AI assistants.
If your brand is not showing up in these answers, you are invisible to a growing share of your market.
Ignoring GEO today is the same as ignoring Google in 2002.
A major challenge with Generative Engine Optimization (GEO) is trust.
AI tools are fast and impressive, but they still produce inaccurate or incomplete information. This makes it hard for users to move through an entire purchase cycle based on AI alone.
It’s a familiar problem. Voice assistant shopping was once seen as the future too. Until people realized they didn’t trust Alexa or Google Assistant to get it totally right making it more of a headache. The same friction exists today with AI-generated search, albeit, there is more confidence in the Generative AI tools we have today. Trust will be contingent on AI companies use of care and consideration in rolling out models.
Buyers still want to visit brand websites, check reviews, and validate details before making a purchase.
AI will shape discovery, but the final decision still depends on brands delivering trustworthy, detailed experiences across their owned channels.
Prismfly has a proven track record of helping brands dominate digital performance marketing. Our SEO model highlights and works to optimize SEO and Generative Search Optimization alike. We’re already leading clients into the future with AI Search Optimization. Whether optimizing for Google or for AI-driven search platforms, we ensure your brand lands the conversion.
If you're ready to future-proof your digital presence, Prismfly is ready to help.
Co-Founder & Managing Partner
Yusuf Shurbaji has over a decade of ecommerce growth experience. His past work includes building optimization departments & running experimentation inhouse and agency side for Dior, JCPenney, LVMH, American Precious Metals Exchange, Princess Polly, Built Brands, Ladder Sport, Maze Group, HelloFresh, Ledger, Blockchain.com, Kind Snacks, and other 9-figure brands. Yusuf is a Co-Founder of Prismfly, a conversion rate optimization agency focused on growing revenue and EBITDA for D2C ecommerce brands. Prismfly is the first CRO focused Shopify Plus certified agency and has seen triple digit growth the past 2 years.
