The Rise of Generative E-Reputation

ChatGPT, Gemini, Copilot, Perplexity… Generative AI tools are gradually becoming new sources of information for your prospects, customers, candidates and partners.

Before contacting a company, they can now ask an AI directly: “What does this company do?”, “What are its areas of expertise?” or “Which providers can meet my needs?”

This raises a new question for brands: what does AI actually say about your company?

Being visible is no longer enough. You also need to be accurately understood, represented and cited by these new answer engines.

From SEO to GEO: New Rules for Online Visibility

For years, digital visibility has largely relied on SEO: a user enters a query, the search engine provides a list of results, and the user chooses which websites to visit.

Generative AI is changing this journey. It can now provide a direct, summarised answer by selecting, combining and interpreting information from different sources.

As a result, your company can be presented, compared or recommended before a user even visits your website.

This evolution has given rise to a discipline that complements SEO: GEO, or Generative Engine Optimization.

GEO refers to the practices designed to improve how a brand and its content are understood and surfaced in responses generated by AI-powered search engines and assistants.

The goal is therefore no longer just to rank well in traditional search results. It is also about being accurately identified and understood by AI systems.

What Does AI Say About Your Company?

Before trying to improve your visibility across generative search engines, there is one essential first step: find out what they are already saying about you.

What do different AI tools say when asked to describe your company? Do they correctly identify your business, services and expertise? Is the information up to date? Does your brand appear when users search for the solutions you provide?

The results may reveal several issues:

• inaccurate or outdated information;
• missing services or areas of expertise;
• a misinterpretation of your positioning;
• confusion with another company;
• limited visibility for strategic queries;
• competitors being consistently mentioned instead of your brand.

This is what we call generative e-reputation: the way your company is represented in responses produced by generative AI systems.

E-reputation is therefore no longer limited to Google, social media, the press or review platforms. AI-generated responses are becoming another space that brands need to monitor.

Can You Control What AI Says About Your Company?

You cannot dictate what ChatGPT, Gemini or Perplexity should say about your brand.

However, you can work on the information and digital signals these systems may access and interpret.

The quality of your content, the clarity of your positioning, the consistency of information available online, your website structure, page accessibility and content freshness can all contribute to how your company is understood.

SEO and GEO are therefore complementary.

The fundamentals remain essential: creating useful and reliable content, clearly answering your audiences’ questions, keeping information up to date and building a consistent digital presence.

GEO adds another dimension: understanding how this information is interpreted and presented by AI answer engines.

GEO Audit: Find Out How AI Understands Your Brand

Before optimising your presence, you first need a clear picture of where you stand.

Lùkla offers a GEO and generative e-reputation audit to analyse how your company, services and expertise are currently represented across different generative AI environments.

Based on a set of queries reflecting the searches your prospects, customers or candidates are likely to make, our teams analyse:

• whether and how your brand appears in AI-generated responses;
• the accuracy and freshness of the information provided;
• how your services and positioning are perceived;
• your visibility for strategic business queries;
• the sources cited or used, when identifiable;
• the presence and positioning of your main competitors.

The objective is to understand what AI says about you, identify gaps between your actual positioning and its representation, and uncover opportunities for improvement.

From Analysis to Action: Lùkla’s Support

Following the audit, Lùkla provides you with an analysis report and an actionable roadmap.

The deliverable includes an overview of your presence across the answer engines analysed, the identification of inaccuracies and visibility gaps, as well as prioritised SEO/GEO recommendations.

Through our Web & Marketing expertise, we can then support you in implementing these recommendations: content creation and optimisation, editorial strategy, SEO/GEO improvements, page structuring and visibility monitoring.

The objective is not to promise that an AI system will systematically mention your brand, but to strengthen the quality, consistency and visibility of the information that helps answer engines understand your company.

What Does AI Say About Your Company?

AI answer engines are creating a new landscape for brand visibility and e-reputation.

Before trying to get recommended by AI, start by finding out what it already says about you.