生成式引擎“杀入”电商，双 11 品牌开抢大模型话语权

Core Insights - The emerging trend of Generative Engine Optimization (GEO) is rapidly penetrating the e-commerce sector, with brands reallocating budgets towards this new strategy to enhance visibility in AI-generated responses during events like Double 11 [1][2] - GEO aims to position brands within AI dialogue responses, contrasting with traditional SEO, which focuses on search engine result rankings [1][2] - Companies are increasingly interested in GEO, fearing loss of search traffic if they do not engage, although some remain cautious due to the inability to directly track sales conversions [1][2] Group 1 - Several brands, including those in air purifiers, are successfully utilizing GEO to enhance their presence in AI responses, with notable improvements in visibility during Double 11 [2][3] - The competitive landscape for GEO is intensifying, with clients actively comparing service providers and seeking advantages [3][4] - The initial hesitation from brands is diminishing as they recognize GEO's cost-effectiveness compared to traditional marketing channels, leading to a tenfold increase in consultation requests for GEO services [4][5] Group 2 - Major AI models like Doubao and Wenxin Yiyan are beginning to incorporate shopping links, indicating a shift towards e-commerce integration within AI platforms [5][24] - The trend of AI platforms facilitating direct shopping experiences is gaining traction, with OpenAI's ChatGPT also implementing shopping functionalities [24][25] - Predictions suggest a significant decline in traditional search engine traffic, with a substantial portion shifting towards AI chatbots, creating new commercial opportunities in advertising and e-commerce [25]