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MediaMorph Edition 79 - by HANA News
Is GEO actually a thing?
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The written-by-a-human bit
Today I am going to weigh in on a debate that is raging on my LinkedIn feed about GEO - Generative Engine Optimisation (also known as AEO, Answer Engine Optimisation). It’s the idea that digital marketers can influence the results on platforms like ChatGPT and Perplexity. (I have used our software HANA to provide some articles and primers below.)
I am a sceptic, but I am willing to be proven wrong and change my mind.
In my camp are the arguments that the traffic is still too small to warrant effort, and even if you do win a citation, the chances of a click are minimal. On top of this, no one really understands the mechanics, and everyone’s answers are different, making it virtually impossible to measure and track. Finally, if the answer engines are using a Google serp, Chromium, or Bing, then the old SEO rules apply.
Naturally, my digital marketing friends are nervous about the decline in organic traffic and see GEO as a rapidly rising source of clicks and one for which their clients wish to pay.
However, the current tactics seem to primarily involve gaining some authority and trust on Reddit, which you do at your peril, as any whiff of self-promotion will have the hyper-vigilant community moderators booting you out.
A snarky take is that for priority mentions, you need to sign a content revenue deal with OpenAI and Perplexity.
Other than that,you can change the structure of your website with better signposting (txt files) and look to gain trust.
This feels to me a lot like good old-fashioned PR - mentions and quotes. So maybe we have gone full circle, and digital-savvy marketing gurus will have to start taking journalists out for lunch again.
Take our survey: Is GEO for real?
We may or may not be in an AI bubble, but the media is in an AI bubble bubble for sure. Personally, as fascinating as it is, it is a distraction for shop-floor AI adoption. The technology will live on regardless of Wall Street.
But if you want to stay ahead, check out Azeem Azhar’s boomorbubble.ai, and if you want to sound smart, reference Coreweave and Oracal’s debt-to-equity ratio and the market price for their credit default swaps (CDS).
Happy Thanksgiving to those who are celebrating. There are some great long reads below on the importance of authenticity and critical thinking.
If you need an AI book or movie for the flight, here are my recommendations. Ron’s Gone Wrong is a winner.
Mark Riley, CEO Mathison AI
AI and Journalism
AI is changing the relationship between journalists and their audience. There is much at stake | Margaret Simons The Guardian - November 22, 2025 The rise of AI in journalism is shifting the relationship between media outlets and their audiences, as AI-generated summaries reduce traffic to traditional news sources, threatening their business models. This trend raises ethical concerns about control and quality, emphasizing the need for journalists to maintain direct connections with audiences to uphold journalistic integrity and trust. |
UW research examines AI’s role in journalism UW research examines AI’s role in journalism - The Daily Cardinal - November 24, 2025 Local journalism is at a crossroads with the rise of AI, as Professor Tomas Dodds offers training to help newsrooms establish ethical guidelines for its use. Editor Judy Davidoff highlights the potential pitfalls of AI, sharing concerns after a retraction due to AI-generated inaccuracies, underscoring the need for careful integration of technology in reporting practices. |
What the iconic writers of New Journalism can teach us in the AI era Poynter - Immersive, sensory-rich journalism, exemplified by writers like Gay Talese, serves as a crucial counterbalance to our algorithm-driven world, highlighting the complexities of human experience through personal narratives and emotional depth. As technology reshapes communication, this art form celebrates individual stories and the rich details that resonate with us all. |
Editorial: Generative AI can’t replace student journalism The Tufts Daily - November 20, 2025 As concerns grow over the impact of generative AI on student journalism at Tufts, editors of the Daily emphasise the importance of maintaining authentic writing and critical thinking. They warn that reliance on AI-generated content could compromise journalistic integrity and creativity, urging a commitment to original expression in campus reporting. |
The Future of Journalism City Journal - November 21, 2025 Peter Huber's "Orwell’s Revenge" argues that digital technology empowers individuals by dispersing communication tools, transforming journalism into a decentralised model where independent voices flourish. As trust in legacy media wanes, the rise of AI and entrepreneurial journalism offers new opportunities but also challenges the balance between quality reporting and machine-generated content. |
Journalism shouldn’t normalise AI The Daily Campus - November 21, 2025 The Editorial Board raises urgent concerns about the environmental impact and ethical implications of AI in journalism, highlighting its potential to undermine the human creativity and critical thinking essential to the field. As news outlets increasingly replace human journalists with AI tools, the integrity and reliability of information may be at risk, prompting a need for reevaluation of AI's role in the industry. |
AI can assist journalism but should never replace it Daily Sabah - November 20, 2025 The rise of artificial intelligence in journalism threatens the profession's integrity by undermining essential qualities like human judgment and moral clarity, particularly as financial pressures lead to reduced editorial oversight. While AI can assist with certain tasks, the real danger lies in prioritising speed over responsibility, risking the trust and accountability that are fundamental to uncovering the truth. |
Florida nonprofit news reporters ask board to investigate their editor’s AI use Suncoast Searchlight is embroiled in controversy after its reporters accused editor-in-chief Emily Le Coz of using generative AI tools like ChatGPT to edit stories without disclosure, leading to inaccuracies and a lack of trust within the newsroom. Following a letter of concern from staff, one reporter was fired, prompting calls for an internal audit and clearer AI policies amid ongoing tensions over journalistic integrity. |
Award-winning journalists encourage students to embrace AI in the future of journalism The Berkeley Beacon - November 24, 2025 A recent panel at Emerson College explored the evolving role of AI in journalism, with experts emphasising its potential to enhance journalistic workflows while addressing ethical concerns. Students expressed both optimism and scepticism about AI's integration into their future careers, reflecting a complex relationship with this emerging technology. |
In-Depth and Longform Journalism in the AI Era: Revival or Obsolescence? As AI tools reshape the media landscape, long-form journalism faces both challenges and opportunities, with a significant portion of readers still craving in-depth reporting despite the rise of quick content consumption. While AI enhances reach and engagement, it also risks perpetuating biases and may struggle to produce the nuanced analysis that defines quality longform pieces, underscoring the enduring value of comprehensive storytelling. |
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GEO
Generative Engine Optimization (GEO): How to Win in AI Search Backlinko - July 9, 2025 Generative Engine Optimization (GEO) is a vital strategy for brands to enhance their visibility in AI-driven search results, focusing on content placement, brand mentions, and technical accessibility. As the landscape shifts from traditional SEO to AI recommendations, companies must adapt their strategies to ensure they are recognized as top solutions by tools like ChatGPT and Google AI Overviews. |
A History of Generative Engine Optimization (GEO) Reuters - Discover Generative Engine Optimization (GEO), a cutting-edge digital marketing discipline that harnesses AI-driven content creation and data analytics to enhance online visibility and user engagement. As businesses embrace digital-first strategies, GEO's innovative approach is essential for optimizing content and improving search engine rankings in today's competitive landscape. |
Generative Engine Optimization IMD business school for management and leadership courses - November 21, 2025 As the digital marketing landscape shifts from traditional SEO to Generative Engine Optimization (GEO), brands must adapt by enhancing their E-E-A-T signals and embracing AI-driven discovery to maintain relevance among younger consumers. Companies that fail to transform risk losing market share and brand loyalty in an era where authenticity and innovation are paramount. |
Good GEO is good SEO Generative Engine Optimization (GEO) builds on traditional SEO by emphasizing the impact of AI on search visibility, highlighting the importance of originality and user-centric content. As search engines evolve, maintaining high rankings requires a focus on quality, user experience, and valuable insights in your content strategy. |
Why IROs need to understand generative engine optimization, or GEO: a beginner’s guide to the AI best practice While gardening and pruning a hydrangea, I reflected on how the act mirrors life—each cut represents a decision to let go of the old for new growth. This meditative experience reminded me of the beauty and resilience that can emerge from chaos, both in nature and within ourselves. |
How to Optimize for Different Generative Engines Www - Generative AI is reshaping information discovery, necessitating the integration of SEO with generative engine optimization (GEO) for enhanced brand visibility. Key strategies include entity optimization, improved retrievability, and tailored approaches for different AI platforms like ChatGPT, Google’s AI, and Perplexity, all aimed at maximizing engagement and authority in digital spaces. |
GEO: the new SEO chaos and how brands can avoid being lost in the AI engine Medium - As the rise of AI-driven search engines transforms the digital landscape, brands must adapt by focusing on high-quality, authentic content that aligns with user intent. Emphasizing data analytics and fostering a culture of continuous learning will be key to maintaining visibility in this evolving environment. |
From SEO to GEO: How to Develop a Marketing Strategy for Generative AI Engines Solutionsreview - November 17, 2025 The shift from traditional SEO to Generative Engine Optimization (GEO) highlights the need for brands to become authoritative sources referenced by AI platforms, emphasizing structured knowledge and topical expertise over keyword targeting. As generative AI reshapes digital marketing, organisations must adapt their strategies to ensure their content is effectively recognised and utilised in AI-generated responses. |
Is Your Company Optimized for Generative AI? This GEO Startup Says It Should Be Inc - The Prompting Company has secured $6.5 million in funding to enhance business visibility in generative AI search results, signaling a shift in digital strategies for competitiveness. This investment will enable the company to innovate and refine its technology, helping businesses effectively navigate the evolving AI-powered search landscape. |
AI and Academic Publishing
American Physical Society to launch new open access journal on AI and machine learning in scientific research The American Physical Society is launching PRX Intelligence in February 2026, an open access journal dedicated to AI and machine learning in scientific research, with Anatole von Lilienfeld as chief editor and a team of deputy editors to ensure rigorous peer review. The initiative aims to foster cross-disciplinary collaborations and publish high-quality research while waiving publication charges for submissions in its inaugural year. |
q.e.d: An AI Tool for Smarter Manuscript Review The Scientist - November 18, 2025 Oded Rechavi has developed q.e.d, an AI-powered tool that helps researchers enhance their manuscripts by providing detailed reports on their claims and suggestions for improvement, quickly gaining traction among over 1,000 institutions since its launch in October 2025. While it offers rapid feedback and strengthens research proposals, experts note its insights reflect average critical thinking rather than groundbreaking ideas, highlighting the importance of quality training data. |
Creative commons licenses and copyright may not stop academic work being used to train AI Lse - Martin Eve critiques the complexities and inadequacies of legal protections for academic work under Creative Commons licenses and copyright, emphasizing that many researchers lack clarity on their rights. He calls for institutions to offer better guidance, advocating for a balanced approach that protects intellectual property while promoting open access to enhance collaboration and innovation. |
Generative AI Unleashes a New Era of Fairness and Competition in Scientific Publishing Financialcontent - November 24, 2025 Generative AI is transforming scientific publishing by enhancing access to high-quality writing support, particularly for non-native speakers, while raising important ethical concerns about accuracy, authorship, and bias. As major publishers integrate AI tools into their operations, the landscape of research communication is evolving, promising both increased efficiency and new challenges in maintaining research integrity. |
Elsevier Launches LeapSpace: an AI-Assisted Workspace to Accelerate Research and Discovery Prnewswire - November 19, 2025 Elsevier has unveiled LeapSpace™, an AI-assisted research platform designed to enhance collaboration and discovery for scientists by providing access to trusted scientific content, including millions of peer-reviewed articles. With features like Trust Cards for transparency and a comprehensive funding database, LeapSpace aims to improve research efficiency and confidence while adhering to responsible AI principles. |
Zhuhai holds first "Academic Integrity Day" event to promote research ethics in academic publishing Newsgd - November 19, 2025 China's inaugural "Academic Integrity Day" took place in Zhuhai on November 11, organized by the Society of China University Journals to promote ethical standards in academic publishing. The event gathered over 100 representatives to discuss integrity governance, international practices, and launched initiatives aimed at enhancing originality in research and responsible funding annotations. |
Making Sense of Research on How People Use AI Harvard Business Review - November 18, 2025 As generative AI becomes a staple in our daily lives, it's crucial to examine not just the technological advancements but also how people are adapting their behaviors and motivations around this evolving technology. This exploration offers an anthropological insight into our increasingly intertwined relationship with AI. |
Weekend reads: Our cofounder credited in fake citation; ‘Substantial’ undisclosed COIs in psychiatry research; an AI threat to online surveys Retraction Watch - November 22, 2025 This week at Retraction Watch highlights significant issues in research integrity, including the retraction of a COVID-19 study by The Lancet and concerns over AI's reliability in identifying retracted papers. Meanwhile, discussions on academic publishing emphasize the need for transparency and communal approaches to overcome commercial pressures and improve scientific integrity. |
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