From SEO to GEO: How AI Interprets Brands (Part of SCTP)
About This Course
This course examines how generative artificial intelligence systems retrieve, rank and summarise brand information, and why traditional search engine optimisation (SEO) approaches are no longer sufficient in AI-mediated environments. As AI assistants increasingly synthesise information for consumers, brands must ensure clarity, credibility and consistency in how they are interpreted and represented.
Participants will learn the principles of Generative Engine Optimisation (GEO) from a non-technical perspective. Through applied analysis, participants will diagnose how brands are currently interpreted by AI systems, identify misrepresentation risks, and develop practical approaches to improve brand visibility and accuracy across AI-driven discovery surfaces.
What You'll Learn
• Differentiate between traditional SEO and Generative Engine Optimisation (GEO)
• Explain how AI systems retrieve, rank and summarise brand information
• Diagnose common causes of AI misinterpretation and visibility gaps
• Evaluate brand clarity and credibility across AI-mediated discovery surfaces
• Apply non-technical methods to improve AI interpretation of brands
Entry Requirements
This course is suitable for professionals and transitioning professionals responsible for brand, digital, content or e-commerce activities who need to understand how AI systems interpret and represent brands in modern discovery environments.