Flock Associates recently hosted a roundtable with senior marketing and communications leaders to discuss the impact of Generative Engine Optimisation (GEO), AI search, and evolving consumer behaviours. One theme became clear throughout the discussion: this is no longer simply a search conversation, it’s an operating model conversation.
The conversation reflected a shared sentiment across the room: we are at a pivotal moment. Consumer behaviours are evolving rapidly, and businesses are now having to adapt not only their marketing strategies, but also the way teams, agencies, and disciplines work together.
While there is no one-size-fits-all approach, there was strong consensus that organisations need to start testing, learning, and building internal understanding now, rather than waiting for a fully defined playbook.
Key Takeaways From The Discussion
AI Search Is Reshaping Consumer Journeys
Traditional search journeys are increasingly being compressed or bypassed entirely through AI-driven discovery experiences.
This shift is changing how brands think about visibility, authority, and influence across digital channels, with implications far beyond SEO alone.
GEO Is Driving Greater Integration Across Disciplines
One of the strongest themes from the session was the growing intersection between media, PR, content, web/tech, and communications teams.
As GEO becomes more important, success will rely less on siloed execution and more on integrated collaboration across functions.
Operating Models Need To Evolve
The discussion also highlighted that GEO is impacting organisational structures and operating models, not just marketing tactics.
Many leaders agreed that businesses should adopt a “test and learn” or incubator-style approach:
- Experiment in controlled environments
- Measure whether there is meaningful impact
- Build evidence and internal business cases
- Scale successful approaches into the wider organisation
Meaningful GEO adoption may require investment in new capabilities, talent, and redesigned ways of working, all of which need internal buy-in and leadership support.
There Is No Fixed Playbook Yet
Perhaps most importantly, the conversation reinforced that this is still an emerging space.
The organisations making progress are often those willing to learn collaboratively, share perspectives, and adapt quickly as the landscape evolves.
Final Thoughts
The shift driven by AI search and GEO represents one of the most significant changes the industry has seen in years, not just in how consumers search, but in how organisations structure themselves to respond.
At Flock Associates, we believe the businesses that win will be those willing to experiment early, break down silos, and build integrated strategies around this new reality.
If you’re starting to explore what GEO means for your organisation, we’d love to continue the conversation. Get in touch with the Flock team by filling out the form below.
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