Artificial Intelligence (AI)

Artificial intelligence (AI) is the umbrella term for technology that lets computers perform tasks that normally require human intelligence: understanding language, recognising images, predicting and deciding. In marketing, AI is everywhere today, from the search engine that assesses your content to the chatbot that answers a visitor.

How does AI work in practice?

Most AI you encounter today is based on machine learning: instead of coding rules, the system learns patterns from large amounts of data. The more relevant examples it sees, the better the model becomes. The recent leap comes from generative AI and large language models, which do not just recognise but also create new text, images and code.

Why AI matters for your visibility

AI is changing how people find information. Increasingly they get a direct answer from ChatGPT, Gemini, Claude or an AI Overview in Google, instead of ten blue links. Anyone who wants to be named and cited in those answers has to align their content accordingly. That is exactly what GEO is about.

What it means for B2B companies

AI is not a goal in itself but a lever. It lowers the cost of content, research and automation, and shifts the battle for visibility toward authority and trustworthiness. Companies that use AI to deliver value faster and more consistently win. Companies that use it as a gimmick get exposed, by both search engines and customers.