Business Case Studies & Business Publications

AI-Based Search: Information-Search Mark...

Whitler, Kimberly,...

Technical Note

AI-Based Search: Information-Search Marketing and Generative Engine Optimization

Whitler, Kimberly; Pettiette, Michael

M-1083 | Published May 5, 2026 | 9 Pages Technical Note

Collection: Darden School of Business

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This technical note explains the evolution of consumer search behavior and introduces a practical framework that can enable marketing leaders to manage brand visibility when customers increasingly receive answers from AI rather than lists of links from a traditional search platform. The note describes the meaning and emergence of terms like Generative Engine Optimization (GEO) and Generative Engine Marketing (GEM), introduces a framework for prioritizing investments and managing risk in Information Search Marketing (ISM), and provides a short reflective review for leaders who must navigate a landscape of both traditional and AI-based search platforms.