WordPress VIP CTO spells out the future of SEO, GEO and more (www.techradar.com)

In a conversation led by WordPress VIP CTO Brian Alvey, the dynamics of search engine optimization (SEO) are undergoing a significant transformation due to the rise of artificial intelligence (AI). Publishers are now faced with the dual challenge of targeting both AI agents, which autonomously sift through web content, and human users. As a result, a new concept termed Generative Engine Optimization (GEO) is emerging, aimed at making online properties more compatible with AI systems—essentially rendering content "agent-native." This shift reflects a broader trend where companies are prioritizing investments in AI and social platforms over traditional web management, indicating that businesses must adapt quickly to ensure visibility in an increasingly AI-driven digital landscape. The implications of this evolution are profound; brands that can successfully engage both AI and human audiences are poised to thrive, while those that neglect this duality risk becoming invisible. Data shows that nearly 75% of enterprise decision-makers now prioritize AI discoverability, with the majority of consumers expressing skepticism towards unattributed AI-generated content. Alvey emphasizes that maintaining credible, trusted relationships with audiences is essential as AI becomes a primary source of information. The path forward lies in humanizing content creation—infusing genuine perspectives that resonate with users—while adapting to an era where AI dramatically changes how content is formatted, consumed, and trusted.