Generative Engine Optimization

For years, search worked the same way. You typed a query. You browsed a list of results. You clicked through to a website. You decided. You purchased.

That is over.

Today, buyers ask ChatGPT, Claude, Perplexity, or Gemini for the answer — and the answer is often where the journey ends. No clicks. No website visit. No competing tabs. According to McKinsey, 50% of consumers now intentionally use AI-powered search tools to guide buying decisions, and 20% to 50% of brand traffic from traditional search is at risk as those buyers shift. If your brand is not visible in the AI-generated answer layer, you are not part of the purchase decision.

In this talk, Capgemini shares its point of view on generative engine optimization (GEO): the discipline of getting content and data ready for the LLM answer layer. Capgemini walks through what is changing in human search and discovery, what brands need to do now to stay visible, and why this is an evolution of what you already have — not a reset.

Capgemini brings the GEO strategy. Acquia Content Optimization, alongside Acquia Drupal, Acquia Web Governance, and Acquia Conversion Optimization, brings the platform that delivers it — at scale and over time. Together, the partnership helps brands stay unmissable in AI-generated search and stay in control of their narrative.

Watch the session and see what GEO looks like in practice.