AI搜索的“回答位”，正被广告涌入

Core Insights - The rise of Generative Engine Optimization (GEO) as a new marketing strategy has gained significant traction since the popularity of DeepSeek, with brands increasingly inquiring about GEO services and their effectiveness [1][2][3] - GEO aims to enhance a brand's visibility in AI-generated responses by creating content that aligns with AI preferences, contrasting with the more established Search Engine Optimization (SEO) market, which is valued at nearly $90 billion [1][2][3] - The GEO market is still in its infancy, characterized by a lack of standardized practices and a mix of service quality, leading to a chaotic environment reminiscent of the early days of internet marketing [1][8][19] Market Demand and Growth - The demand for GEO services has surged, with many brands seeking to understand how to optimize their presence in AI responses, indicating a shift in consumer decision-making influenced by AI [2][4] - The market has seen a rapid influx of GEO service providers, with offerings ranging from customized services to traditional SEO-style keyword-based pricing [5][6][12] - The potential for GEO to become a primary marketing strategy for consumer brands is evident, as many companies are now focusing on AI chat interfaces for customer engagement [5][6] Operational Mechanisms - GEO operates by embedding brand information into AI platforms like ChatGPT and DeepSeek, aiming to be included in AI-generated answers to user queries [2][4] - Successful GEO strategies involve understanding AI content preferences, which can influence the output of AI responses, as highlighted by a study from the Indian Institute of Technology [6][12] - Content optimization strategies include semantic depth, data support, and authoritative sources, with a focus on content distribution across frequently cited websites [6][7] Challenges and Concerns - The unpredictable nature of AI responses poses challenges for GEO service providers, as the effectiveness of their strategies can vary significantly [9][10] - The industry faces issues with "black hat" practices, where low-quality content is produced to manipulate AI responses, raising concerns about content integrity and user experience [11][12] - The lack of clear metrics for success in GEO makes it difficult for companies to measure the effectiveness of their campaigns, leading to potential misunderstandings between service providers and clients [9][10] Future Outlook - There is optimism that as the AI ecosystem matures, clearer regulations and standards for GEO will emerge, similar to the evolution of SEO [19] - The integration of advertising into AI responses is anticipated, which could lead to more structured commercial rules and better measurement tools for marketing effectiveness [18][19] - Companies are preparing for a future where AI marketing becomes more sophisticated, moving beyond simple keyword matching to understanding user intent [18][19]