吕本富：治理AI“藏广告”，需要“内外兼修”

Core Insights - The article discusses the emergence of Generative Engine Optimization (GEO), a new advertising method that integrates digital marketing with AI technology, driven by changes in user behavior, technological upgrades, market demand, and the decline of traditional SEO [1][2]. Group 1: GEO Market Dynamics - As of June 2025, the user base for generative AI in China has surpassed 515 million, with significant applications in smart search and content creation [2]. - The domestic GEO market is projected to exceed 4.2 billion yuan by 2025, with a compound annual growth rate of 38% over the past three years [2]. - The shift in user interaction towards AI has led to a decline in traditional search engine usage, with the proportion of search engine users among internet users dropping from previous surveys [2]. Group 2: Technical Aspects of GEO - GEO operates on a Retrieval-Augmented Generation (RAG) architecture, utilizing vector databases, dynamic knowledge graphs, and multimodal adaptation to create a comprehensive content production and AI citation system [2]. - The optimization techniques in GEO include semantic vectorization, which adjusts content to increase its proximity to user queries in vector space, thereby enhancing the likelihood of being referenced by AI [3]. - GEO practitioners may engage in "data pollution" by flooding AI with low-quality or repetitive content to manipulate AI responses [3]. Group 3: Ethical and Regulatory Challenges - The unregulated growth of GEO raises legal and ethical challenges, creating conflicts between commercial interests and information neutrality, as well as between technological manipulation and ecological fairness [4]. - There is an urgent need to establish standards for the adoption and purification of corpora to prevent content pollution and ensure the integrity of AI-generated information [4]. - The article emphasizes the importance of distinguishing between advertising and regular content, advocating for clear labeling of GEO-adjusted content to avoid user confusion [5].