What is the difference between SEO, AIO, and GEO?

Traditional SEO focuses on ranking web pages in deterministic search engine results. AI Optimization (AIO) and Generative Engine Optimization (GEO) address how brands appear in the answers generated by large language models. Unlike SEO, LLM-driven discovery is probabilistic and context-dependent rather than based on fixed rankings.

How does Gumshoe measure a brand's visibility in AI models?

Gumshoe creates synthetic personas representing different buyer profiles and runs simulated conversations with leading LLMs to see how frequently and favorably a brand is recommended. The platform aggregates these results into an audit that shows marketers where they stand and why. This approach surfaces gaps in how AI perceives and surfaces a brand compared to competitors.

What content types help brands get discovered by LLMs?

LLMs tend to trust and cite product pages, FAQ sections, structured knowledge bases, expert mentions, and academic or authoritative third-party references. Crawlability and relevance to the kinds of queries AI users ask are critical. Brands that proactively structure and publish clear, authoritative content are more likely to be surfaced by generative AI systems.

From SEO to GEO: How LLMs Are Changing Bran...

From SEO to GEO: How LLMs Are Changing Brand Discovery

This episode of the Marketing AI SparkCast explores the shift from traditional SEO to AI-driven brand discovery, with Aby Varma and Gumshoe CEO Todd Sawicki. They discuss how large language models (LLMs) are replacing ranked search results with contextual, probabilistic recommendations and what marketers must do to remain visible. Key topics include AI Optimization (AIO), Generative Engine Optimization (GEO), and how brands can audit and shape their presence in LLM outputs.

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By MarketScale · November 10, 2025, 2:50 PM UTCAby VarmaAi MarketingAi OptimizationBrand Discovery

Key takeaways

LLMs are displacing traditional SEO by delivering contextual, persona-driven brand recommendations rather than ranked search results.

Gumshoe uses synthetic personas and simulated chat sessions to audit how often and in what context LLMs recommend a brand.

Brands can improve LLM visibility by ensuring crawlable, structured content across product pages, FAQs, knowledge bases, and authoritative third-party citations.

This episode of the Marketing AI SparkCast features Aby Varma, founder of Spark Novus, a strategic partner to marketing leaders adopting AI responsibly. Aby is joined by Todd Sawicki, CEO and co-founder of Gumshoe, an emerging platform built to help brands understand what large language models (LLMs) think about them and how to act on it. The conversation dives deep into the paradigm shift from traditional SEO to AI-driven brand discovery. Marketers will walk away with a much clearer view of AI Optimization (AIO), Generative Engine Optimization (GEO), the mechanics behind AI answers, and how to align messaging with LLMs to improve brand visibility.

Topics Covered:

From SEO to AIO and GEO: Traditional SEO is losing ground as LLMs define how users discover brands

AI’s Personalization Power: LLMs generate contextual recommendations based on user behavior and profile

Understanding AI’s Brand View: Gumshoe audits show how often and why LLMs recommend your brand to specific personas

AI’s Impact on Paid and Organic: Even paid search is affected as AI models push answers above ads

Probabilistic Nature of LLMs: Discovery is no longer ranked and deterministic but context-driven and dynamic

Gumshoe’s Methodology: Uses synthetic personas and chats to audit brand visibility in AI

Training the AI Sales Rep: Brands must actively shape how AI perceives and represents them

Key Channels LLMs Trust: Product pages, FAQs, knowledge bases, expert mentions, and academic citations

How to Get Found: Crawlability, structured content, and relevance to AI queries now define visibility

Todd Sawicki is the CEO and co-founder of Gumshoe, a platform that helps brands audit and optimize their visibility within AI-driven discovery platforms. His career spans Disney, early-stage internet startups, performance marketing, and building programmatic ad platforms—all culminating in his latest venture, Gumshoe.

LinkedIn: https://www.linkedin.com/in/toddsawicki

Aby Varma is the founder of Spark Novus, a firm that partners with marketing leaders to adopt AI responsibly and strategically. He specializes in fusing brand, content, and growth through modern marketing strategy.

LinkedIn: https://www.linkedin.com/in/abyvarma/