Welcome to our June newsletter!
If last month was about understanding where AI visibility really happens, June has been about something slightly different: proof that the market is starting to organise around it.
GEO is no longer a niche conversation for search specialists. It is being productised by major platforms, debated by publishers, tested by commerce brands, and measured at board level in ways that look very different from traditional SEO.
Below are three things we’re seeing right now, along with our take on what they mean in practice:
- GEO is becoming part of the enterprise marketing stack
- AI agents need a different kind of content
- Google rankings do not guarantee AI visibility
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1: GEO is becoming part of the enterprise marketing stack
Adobe has made GEO feel very real
This month, Adobe announced Adobe Brand Visibility, a new solution designed to help brands understand how they appear across AI search surfaces such as ChatGPT, Google AI Mode, Microsoft Copilot, and Perplexity.
On one level, this is a product announcement.
But on another, it’s a bigger signal… and that is more interesting.
Adobe is treating AI visibility as something businesses need to measure, manage, and improve continuously, not as a side project or a one-off content exercise.
The solution brings together Semrush’s AI visibility intelligence with Adobe’s content and experience tools. Adobe says marketers will be able to access nearly 300 million real-world AI search prompts, audience reach data, competitive share-of-voice, owned-channel insights, and prompt-level visibility data.
This matters because it confirms what many brands are starting to feel: AI search is creating a new layer of customer discovery.
Adobe also shared data showing that AI traffic to US retail sites increased by 1,324% between October 2024 and May 2026, while AI traffic to travel sites increased by 2,215% over the same period.
We love OtterlyAI’s leading AI visibility tracking … but our take on Adobe’s announcement is that this mainstream move means GEO is definitely moving from “interesting trend” in the eyes of the big tech firms to fundamental operational discipline.
Whether you use your existing software like Adobe or seek out an agile specialist tracker such as OtterlyAI, the brands that benefit will be the ones that know where they are visible, where they are missing, which prompts matter, and how to turn those insights into better content, clearer answers, and stronger customer journeys.
Read our short blog: What Adobe’s Brand Visibility launch tells us about the future of GEO
2: AI agents need a different kind of content
NEWS FLASH [eye roll] AI agents need more than product pages.
Another June story caught my attention, because I was, like, derrr, of course they do!
But nice to see it was a topic at Cannes last week.
Axios reported from the worlds bougiest marketing festival that brands are being urged to move quickly as AI agents begin to shop, search, compare, and make decisions on behalf of consumers.
Ekta Chopra, chief technology and AI officer at Elf Beauty, said brands cannot simply repurpose existing content for AI. These tools need full conversational context, not just keywords.
She gave the example of a traditional five-word search becoming a much more detailed ChatGPT-style query: not just “red lipstick”, but something closer to “I need a red lipstick for brown skin under $5… I’m going to France.”
It’s lovely to hear people talking about the shift you’ve been pointing at, and waving and shouting about!
AI search isn’t just matching a query to a page. It is trying to understand a situation, weigh up options, and produce a useful answer for the customer.
For brands, product content can no longer sit in isolation. AI systems need surrounding context: who it is for, what problem does it solve, when is it a good fit, how does it compare, what objections do customers have, and what evidence supports the claim?
GEO content looks less like traditional SEO copy and more like a practical decision-support layer for this very reason.
We are talking useful FAQs, clear comparisons, buying guides, use cases, review signals, expert explanations, structured product information, and more. All in real customer language and all with the AI bots and the user in mind.
If AI agents are becoming a new kind of customer, brands need to make sure those agents can understand them properly.
Read our short blog: Why AI agents need more than product pages
3: Google rankings do not guarantee AI visibility
Here is a useful fact: Google visibility and AI visibility are not the same thing.
One of the sharpest GEO stats we saw this month came from EMARKETER.
It reported that fewer than 10% of the sources cited in ChatGPT, Gemini, and Copilot rank in the top 10 Google organic search results for the same query.
That’s a useful reminder that SEO still matters. Technical fundamentals still matter. Crawlability, structure, authority, and helpful content are still part of the picture.
But AI visibility is not simply traditional search visibility with a new name.
AI systems are selecting, synthesising, and citing information differently. They may pull from sources that do not rank highly in Google. They may use third-party references, community content, media coverage, structured information, or pages that answer a question more directly than the highest-ranking search result.
For brands, this changes the question.
It is not enough to ask, “Do we rank?”
You also need to ask:
- Are we being cited?
- Are we being recommended?
- Are we visible for the prompts that shape decisions?
- Are we understood in the right context?
- Are the strongest claims about our business supported beyond our own website?
GEO does not replace SEO, but it does ask brands to look at visibility through a wider lens.
We’ll keep tracking what is changing, what is worth paying attention to, and where brands should focus next, so you can stay visible in AI search while still creating content that engages and delights the people you are trying to reach.
More soon.
Jo.
About the author
What we do
Frontier15 helps brands achieve visibility in the era of AI search, creating content strategies that make your expertise discoverable and trusted by both people and machines. Get in touch and ask us how we can map a GEO-informed content strategy that helps future-proof your brand.