Generative Engine Optimization (GEO), also known as Answer Engine Optimization (AEO) or Artificial Intelligence Optimization (AIO), is emerging as a critical strategy for brands aiming to maintain visibility in the evolving AI-driven search landscape. Unlike traditional SEO, which focuses on optimizing web pages for search engine visibility, GEO emphasizes optimizing entities like brands, products, and services to appear prominently in generative AI results. This shift is driven by the rise of generative search engines powered by large language models (LLMs) that deliver rich, conversational answers, thereby reducing website referral traffic from traditional organic search results. Key strategies for successful GEO implementation include leveraging structured data, maintaining consistent brand messaging across platforms, and focusing on deeper funnel metrics such as conversions and visibility in AI-generated search results. Furthermore, marketers are encouraged to adopt an agile approach to content creation and management, embrace frontier content opportunities, and explore direct integrations with AI platforms to capitalize on this new channel for high-quality, pre-qualified traffic.