EPIC25 – James Allen – What is GSO/GEO and how is AI changing search?

While the marketing world debates algorithm updates and ranking factors, a shift is quietly changing how users discover information—and most brands are completely unprepared.

Welcome to the era of Generative Search Optimization (GSO), where artificial intelligence doesn’t just organise search results—it creates them. When users ask Google’s AI Overview for recommendations, query ChatGPT for solutions, or seek answers through Claude, they’re no longer clicking through lists of links. They’re receiving synthesised, AI-generated responses that either include your brand or ignore it entirely.

This isn’t about competing for position ten in search results anymore. It’s about competing for inclusion within AI-generated narratives that directly answer user queries. The brands winning this new game understand that traditional SEO, while still valuable, is no longer sufficient.

At Anicca Digital’s EPIC25, James Allen revealed the strategic framework behind successful GSO implementation—one that transforms how we think about content visibility, brand positioning, and digital discovery. His approach recognizes GSO not as SEO’s replacement, but as its sophisticated evolution in an AI-dominated landscape.

The revolution isn’t coming—it’s already reshaping how users find information and how successful brands maintain visibility.

Take a look at the deck below to learn more about GSO, GEO, and the future of AI in search.