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A lot, and nobody agrees on how much. Ask an AI engine the same question twice and the brands it names can differ. SparkToro and Gumshoe found less than a 1-in-100 chance of getting the identical brand list twice across 100 runs. MaxAEO found 17% of prompts changed
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By web referrals, ChatGPT dominates. Statcounter's India sample for August 2026 put ChatGPT at 78.7% of AI-chatbot referrals, Gemini at 12.7%, Perplexity at 3.6%, Claude at 3.1% and Copilot at 1.9%. That measures links clicked from AI answers, not people. Meta AI
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The customer and the tool decide. The people using AI engines don't. The engines don't publish what users type, so every tool works from a stand-in list: prompts the customer writes, prompts an AI generates from the customer's website, prompts rewritten from search
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Generative engine optimisation, or GEO, is the work of getting a brand named or cited when someone asks an AI engine like ChatGPT, Gemini, Perplexity or Claude a question. Search optimisation was about ranking a link on a results page. GEO is about being inside the answer. Nobody outside the