Small and midsize corporations A recently revamped parts of its website. It moved away from a product-introduction-centric layout and greatly expanded content in a "frequently asked questions (FAQ)" format so that artificial intelligence (AI) can easily understand the corporation and product information. It also built a new English website so that foreign AI can better recognize its information. A official said, "As more consumers receive product and service recommendations through Generative AI instead of search engines, content that AI can easily read and cite is emerging as a new marketing advantage."
As Generative AI such as ChatGPT and Gemini replaces search engines, corporations' online marketing strategies are shifting from "search engine optimization" (SEO) to "Generative AI engine optimization" (GEO). In the past, the key was to rank high on Naver or Google search results, but now the new advantage is getting Generative AI to cite a corporation's information or products and services as it generates answers. In response, related industries are also rolling out GEO solutions that support corporations' AI exposure.
According to the information technology (IT) industry on the 24th, corporations are recently changing their marketing strategies to fit GEO. Traditional SEO was effective when it repeatedly exposed product names and core keywords based on measurable indicators such as search rankings, traffic, click-through rates, and conversion rates. In contrast, GEO differs by AI model in how answers are generated, and results vary even for the same question. As a result, rather than simple keyword repetition, it has become important to systematically provide the questions and answers that users actually wonder about during the process in which AI collects and learns information.
To that end, corporations are creating conversational content such as FAQs and step-by-step guides focused on questions consumers actually have, and strengthening product descriptions that include concrete usage scenarios such as age, season, and purpose of use. This is because Generative AI users, unlike traditional search engine users, describe their situations in detail and receive product recommendations.
They are also putting effort into continuously updating content to match seasonal and trend changes and expanding brand exposure in credible news outlets and external specialist media. This is because Generative AI tends to prioritize highly trusted sources. In addition, more corporations are building separate English websites so that overseas AI models such as ChatGPT, Gemini, and Claude can easily recognize their information.
In fact, the Small and Medium Business Distribution Center recently analyzed in its "Retail and marketing trends report for the first half of 2026" that Generative AI is changing the way consumers shop, from product discovery to purchase. The report assessed that future marketing competition will hinge on becoming the products that Generative AI recommends to consumers first. It also emphasized that how much AI is embedded into actual operations and how data is used to link this to sales will determine future corporate competitiveness.
Solutions that support AI search response are also emerging one after another. Adobe recently unveiled "Adobe Brand Visibility." The service analyzes how much a corporation's brand is exposed in major Generative AI services and suggests ways to improve content so it can be cited more in AI searches. It can also measure how much AI search exposure translated into business results such as actual bookings and sales. In Korea as well, GEO-specialized advertising agencies are appearing in succession, while existing ad agencies are setting up dedicated AI teams to respond to the Generative AI search optimization market.