《环球时报》记者调查采访GEO服务公司：“AI营销”兴起，消费者如何避坑？

Core Viewpoint - The rise of Generative Engine Optimization (GEO) services is reshaping digital marketing, allowing businesses to enhance their visibility in AI search results, but it raises concerns about consumer deception and the ethical implications of such practices [1][3]. Group 1: GEO Services Overview - GEO services claim to help businesses achieve priority recommendations in AI search results from platforms like ChatGPT and DeepSeek, thereby capturing targeted traffic [1]. - Companies specializing in AI search optimization are emerging, focusing on improving clients' search exposure through various technical means [4][5]. - The service process typically involves keyword selection, optimization execution, and verification of ranking results, with costs ranging from 4,000 to 6,000 yuan per quarter in Beijing [5]. Group 2: Consumer Concerns - Consumers are increasingly reporting confusing and misleading search results from AI, where advertisements are not clearly marked, leading to perceptions of biased recommendations [3][4]. - The blending of genuine product information with promotional content has led to accusations of AI-generated results being akin to "digital garbage" [3]. Group 3: Industry Criticism and Legal Implications - The GEO industry faces criticism for potentially manipulating AI search results, raising ethical questions about the responsibility of AI service providers and third-party marketers [6][8]. - Legal experts highlight that misleading AI marketing practices could violate advertising laws, as they may mislead consumers and infringe on their rights [9][10]. - Current regulations do not impose specific responsibilities on AI service providers, complicating accountability for misleading content generated by AI [10]. Group 4: Regulatory and Governance Recommendations - Effective regulation of AI marketing practices is deemed necessary, relying on administrative oversight and industry self-regulation rather than solely on post-fact civil liability [11]. - Authorities are encouraged to enhance enforcement against false advertising and unfair competition using AI, while promoting industry standards for data quality and content compliance [11].