India, April 27 -- For decades, businesses optimised their content to make their brands visible, until artificial intelligence (AI) unlocked fresh opportunities. 

Businesses began leveraging AI engines to grow their customer base organically. But the way to look for a brand on the Web kept changing with the evolving AI landscape. A pivot to Generative Engine Optimisation (GEO) from Search Engine Optimisation (SEO) is the latest in AI search. 

"It's more precise, less cluttered, and far easier to reach the target," said Dr Rajeev Sharma, VP and head of medical affairs at Tata 1mg. "AI search is reshaping discovery, and GEO is a key focus area for us this year."

Buried within the $122 Bn fundraise by OpenAI last month to build ...