Users can now choose to share their device location so ChatGPT can provide more relevant information, such as local recommendations, news, and weather. Sharing your device location is completely optional and off until you choose to enable it.
Buyers no longer open ten tabs, skim through blog posts, and slowly form an opinion over weeks. Instead, they ask a single question to an AI system and receive a shortlist in return, usually two or three companies that feel familiar, credible, and safe enough to justify internally. That shortlist often becomes the entire market in the buyer's mind.
For most of the last two decades, SEO mostly meant one thing, where you ranked on Google (and occasionally Bing). The customer journey was familiar. Someone searched, scanned a list of links, clicked and explored. Now the journey is increasingly 'ask, get an answer, take action.' And the platforms shaping that journey include ChatGPT, Claude, Gemini, Perplexity and Google itself, which is inserting AI summaries, what Google calls AI Overviews, into search results.
GEO (generative engine optimization) is the practice of optimizing digital content for AI-driven discovery so that your brand shows within AI-generated answers to user prompts. The key to winning at GEO is creating and distributing content that AI tools like to read, understand and serve up in their responses.
