[EN] Generative Engine Optimization (GEO): How to Build Visibility in AI Searches like ChatGPT and Perplexity

Google is increasingly providing direct answers. AI chatbots like ChatGPT and Perplexity are answering user questions without requiring a single click to a website. But what does this mean for brands that have relied on organic visibility for years?

Henkel faces exactly this challenge with its brands like Pattex, Loctite, and Pritt: In a world where the way people search for information is fundamentally changing, the question arises of how to stay visible. Henkel has invested heavily in SEO over the past years, generating millions of clicks annually. But what happens when those clicks start to disappear?

In this session, Nina Sausmikat (Henkel) and Paul Labetzke (Claneo) will show how companies can stay visible in the new era of AI search through Generative Engine Optimization (GEO) and why the future of brand visibility needs to be reimagined now.