Definition

Generative AI is a category of artificial intelligence able to produce original content: text (ChatGPT, Claude), images (Midjourney, DALL-E), code (GitHub Copilot), audio (ElevenLabs), video (Sora, Veo). It relies mostly on LLMs and diffusion models.

Impact on SEO and visibility

• Search engines embed generative AI in their answers (AI overviews)
• Rise of GEO and AEO to optimise visibility in those answers
• More zero-click search
• New KPIs: AI citations, share of voice in generated answers

What is at stake for brand protection

• Risk of hallucinations inventing or distorting brand information
• Risk of impersonation via deepfake text, image, video and voice
• Open questions on copyright of training data and outputs
• The need to actively monitor what AI says about the brand