Business Case Studies & Business Publications

Brand Visibility at Stridevera: An Answe...

Gale, John;Klopfen...

Case

Brand Visibility at Stridevera: An Answer Engine Optimization Dilemma

Gale, John; Klopfenstein, Amy

M-1085 | Published August 12, 2026 | 12 Pages Case

Collection: Darden School of Business

Product Details

This case introduces students to the emerging field of answer engine optimization (AEO), also called generative engine optimization (GEO). Set in April 2026, it asks students to take the perspective of the chief marketing officer (CMO) of a premium running-shoe brand whose sales and website traffic have recently declined. Since there have been no meaningful changes in the economy or competitive landscape, the CMO wonders whether the company’s lack of visibility on AI platforms is driving its sales decline. The case explores recent research in the AEO field, describes how answer engines select products, and profiles the differences between AEO and search engine optimization (SEO). Ultimately the CMO must decide whether to contract a third-party firm to provide AEO services, attempt to boost the brand’s AI visibility organically, or eschew AEO altogether and continue with its existing SEO strategy. This case is suitable for MBA and executive education courses on marketing strategy, digital marketing, and brand management.

• Explain the factors that influence a product’s visibility within AI recommendation systems. • Evaluate the economics of AEO relative to SEO. • Explore how AI platforms have changed the landscape for internet search, including the implications for both customers and brands. • Diagnose whether AI invisibility is driving a decline in a brand’s sales figures and marketing metrics, and assess whether investing in AEO is a viable solution.