PRCA, April 2026
GEO is generating heat, but does it deserve it? We.’s Brian Keenan, EVP and Head of Data & AI, APAC, cuts through the hype with a measured take.
The highest risk position, he argues, is assuming without first-hand testing that AI search and GEO are passing fads. With billions of users already being served AI-generated answers, brands that wait risk letting algorithms decide their story for them.
