Be Disruptive and Unpredictable to Stay Relevant in Business

Traditional SEO is designed to secure a position in search engine results pages (SERPs). It helps users explore options, compare links, and conduct research. Generative Engine Optimisation (GEO), on the other hand, operates in a different layer entirely — the AI response layer, where large language models synthesise information and deliver a single, confidence-driven recommendation. Visibility in search does not guarantee visibility in decisions. This is the Invisible Brand Problem — and it’s quietly reshaping how trust, authority, and growth are earned in the age of AI.

This was the central message offered by Professor Olaf Plötner, dean of Executive Education at European School of Management and Technology (ESMT).