According to a 2024 study, “GEO: Generative Engine Optimization,” conducted by researchers from Princeton University, the Georgia Institute of Technology, the Allen Institute for AI, and IIT Delhi, GEO can boost content visibility by up to 40% in generative engine responses. The researchers also identified nine key factors that influence how AI generates responses, including statistics addition and using technical terms. Some critics have raised concerns about the study’s limitations, noting that the learning logic behind GAI is not entirely understandable by humans. Nevertheless, despite such limitations, the various GEO methodologies outlined in the study—including the nine key factors—offer meaningful ways to improve content quality for human audiences as well. In this context, the early adoption and implementation of GEO are becoming increasingly crucial for brands.