GEO, AI SEO, AEO – call it what you like.
The label doesn’t matter nearly as much as understanding the shift behind it.
At the center of that shift lies one idea that explains everything: AI availability – and here’s why it matters.
What is AI availability?
The idea of AI availability comes from Byron Sharp, research professor at the Ehrenberg-Bass Institute, who introduced it in a comment on one of my LinkedIn posts.
Sharp’s work underpins modern brand science and shows that growth depends on availability.
Brands grow through sales, and sales grow through two kinds of availability: mental and physical.
- Mental availability refers to the likelihood of being considered in a purchasing situation.
- Physical availability refers to the ease and convenience with which an item can be bought.
For years, these two principles have guided brand strategy.
They explain why Coca-Cola invests in constant visibility and why Amazon makes every click lead to a checkout.
But in the era of generative search, there’s now a third kind of availability marketers need to understand – the likelihood that your brand or product will be recommended by an AI system when a user is ready to buy.
That is AI availability – and it changes everything.
AI as the new influencer
If you are still thinking of AI as a technology, you are already behind.
Think of it instead as the world’s most powerful influencer.
ChatGPT alone is used by about 10% of the global adult population, according to recent research from OpenAI, Harvard, and Duke.Â
That makes it far more pervasive than any social media platform at a similar stage in its life cycle.
Most people do not use it to code or write poetry – they use it to make decisions.Â
Nearly 80% of ChatGPT conversations, the same study found, fall into three categories:Â
- Practical guidance.
- Seeking information.
- Writing.
In other words, people are asking AI to help them decide what to do, buy, and believe.Â
The study also shows that these conversations are increasingly focused on everyday decisions rather than work.Â
The distinction between search, research, and conversation is collapsing.
The result is simple.
AI systems are now the gatekeepers of modern discovery. They decide what information to surface and which businesses appear in front of consumers.
Forget the Kardashians. Forget influencer marketing.
If you’re invisible to AI, you’re invisible to the market.
AI is the new influencer.
From keywords to fitness signals
The SEO industry has spent two decades optimizing for how humans search with keywords – but that is changing.
Large language models (LLMs) infer meaning from context, probability, and performance.
They are scanning for what we can call fitness signals – a term from network science.
Fitness describes a product or service’s inherent ability to outcompete rivals, allowing one business…
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