For nearly 20 years, Search Engine Optimisation (SEO) has shaped how businesses are found online. From keywords to backlinks, rankings to local listings, SEO has been the digital battleground. But the next decade may look very different.
Generative Engine Optimisation (GEO), the practice of influencing how AI-driven systems like ChatGPT, Google Gemini, and Perplexity select and present businesses in their responses, is emerging as a new frontier. While today it’s in its infancy, the pace of adoption suggests GEO could reshape search as we know it.
For Kiwi businesses, the key questions are: how soon will GEO matter, who will it affect first, and what can we do now to prepare?
The Rise of Generative Engines
Generative engines differ from traditional search engines in one critical way: instead of serving a list of links, they generate an answer.
Consider these queries:
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“Who are the top logistics companies in New Zealand?”
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“What’s the best software for payroll in NZ?”
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“Which architects in Auckland are known for sustainable design?”
A generative AI might respond with three or four recommendations, supported by summaries. The businesses included gain exposure, authority, and trust. Those left out may be invisible.
This compression from 10+ results per page to only a few AI-selected answers is why GEO could matter so much in the coming decade.
Scenarios for GEO Adoption in NZ
1. Gradual Integration (Most Likely)
Generative AI slowly integrates into search tools, starting with younger and more tech-savvy demographics. Google continues to dominate, layering AI “snapshots” into results. Businesses benefit from strong SEO while GEO quietly grows in influence.
2. Accelerated Disruption
An AI platform like Perplexity or OpenAI launches a widely adopted consumer tool, similar to how smartphones disrupted desktop search. If adoption spikes, GEO could leapfrog SEO faster than expected.
3. Industry-Specific Breakthroughs
Certain sectors such as finance, law, healthcare, adopt AI-powered research tools quickly. GEO becomes critical in these verticals even while consumer search remains SEO-dominated.
Industries Likely to Be Impacted First
While every business will eventually feel the shift, some industries are more exposed to GEO disruption earlier:
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Professional Services (law, accounting, consulting): Customers seek recommendations and credibility. AI-generated answers could heavily influence choice.
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Healthcare & Wellness: Patients increasingly ask AI for health advice and provider suggestions.
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Technology & SaaS: Early adopters of digital tools are already turning to generative engines for research.
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E-commerce: As AI shopping assistants mature, GEO will shape which products are recommended.
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Education & Training: Prospective students may rely on AI for programme or institution comparisons.
What This Means for Kiwi Companies
New Zealand’s business landscape has unique challenges: a smaller domestic market, heavy reliance on word-of-mouth, and a slower adoption curve compared to the US or Europe.
This means GEO is not yet urgent for most NZ businesses. However, the next decade will almost certainly bring a tipping point. Companies that start preparing early will avoid the scramble later.
Practical Steps for Preparing Now
Even if GEO isn’t your main priority in 2025, there are low-cost, high-value actions you can take today to future-proof your digital presence:
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Invest in Authority Content
Create high-quality guides, case studies, and industry insights that position your business as a trusted resource AI engines will reference. -
Strengthen Reputation Signals
Collect reviews, publish testimonials, and ensure consistent brand mentions across directories and industry publications. -
Adopt Structured Data
Schema markup for services, products, reviews, and FAQs helps generative engines understand and surface your content. -
Monitor AI Platforms
Experiment with tools like Perplexity or ChatGPT browsing to see how your brand (or competitors) appear today. -
Keep SEO Strong
GEO will likely build on SEO fundamentals. A well-optimised site with technical clarity and authority will adapt more easily.
The Long-Term Play: Trust & Authority
The future of GEO won’t just be about technical optimisation. It will be about trust.
Generative engines need credible, fact-checked, and consistent data. Businesses that demonstrate transparency, showcase expertise, and back up claims with evidence will be rewarded.
In other words, the companies that prioritise reputation, content quality, and brand authority now are the ones most likely to dominate in a GEO-driven decade.
The Mars Digital View
At Mars Digital, we believe GEO will matter deeply in the next decade, but the urgency depends on your industry and growth horizon.
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For most Kiwi businesses, the immediate ROI lies in SEO, Google Ads, and conversion optimisation.
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For forward-looking companies in competitive industries, the time to experiment with GEO is now.
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For all businesses, the smart move is to start laying the foundation: build authority, strengthen your brand reputation, and ensure your digital presence is structured and trustworthy.
The future of search will not be a list of ten links. It will be a handful of AI-generated recommendations. The question for Kiwi companies is simple: will your business be among them?
Final Thoughts
GEO may still feel like a buzzword today, but over the next decade it will shape how customers find and choose businesses.
The businesses that prepare early will enjoy compounded advantages: stronger authority, more trust, and early visibility in AI-driven search. The ones that ignore it may find themselves invisible when consumers stop “Googling” and start “asking AI.”
The next chapter of search is already being written. Will your company be ready to appear in it?
