As AI chatbots gain popularity in China, so does the business of inserting ads into results

As ChatGPT-like chatbots gain traction, generative engine optimisation (GEO) has emerged as an increasingly significant approach for brands seeking visibility in answers generated by artificial intelligence.

Unlike traditional search engine optimisation (SEO) that is meant to improve rankings in results, GEO aims to ensure content is cited, summarised or recommended by AI models, which generate “answers with a word limit”, said Yuan Yong, branding director of Big Fish Marketing in Shenzhen.

Yuan, who has been working with SEO since 2014, only ventured into GEO this year after Chinese AI start-up DeepSeek burst onto the scene, prompting many local companies to rethink their strategies.

Optimising AI-generated content involves improving the information provided on a company’s website, thereby increasing its exposure to news outlets, online portals and Wikipedia-like platforms, Yuan said.

Yuan cited the example of online education platform Nuoyun, which received a recommendation from DeepSeek as one of the best such resources in China after the Big Fish team “polished” the content on its website, as well as posting 40 articles on other websites.

But that does not mean the new-found visibility stayed permanent, as continued attention would be required to fine-tune the content.