Search is changing. AI Search, also referred to as Generative Engine Optimization (GEO), is quickly becoming the next frontier for digital strategy. Gartner is predicting by 2026 it could account for 40%+ of all Search.

While Search Engine Optimization SEO has long been the playbook for brands looking to win on Google, GEO focuses on a new challenge: optimizing brand content for AI-powered search tools like ChatGPT, Perplexity, and Gemini.

These engines don’t just deliver links. They generate answers. And in those answers, only a handful of brands (often 3 to 5) make the cut. And increasingly, shoppers are turning to them to discover products, compare options, and make purchasing decisions. At Barrel, we’ve been tracking this shift closely, helping our clients strengthen their digital presence so they show up accurately and consistently in generative search.

Why GEO Matters for CPG Brands

AI-powered search is already shaping the path to purchase. Consumers are asking, “What’s the best non-alcoholic sparkling beverage?” or “Which clean beauty brands are good for sensitive skin?” If your brand doesn’t appear in these generative answers, or worse, if the information is inaccurate, you lose the customer before they ever reach your site.

In our work with CPG brands, we’ve found that strong GEO visibility can:

• Drive awareness by surfacing your brand in AI-driven discovery moments
• Build trust by ensuring accurate, brand-safe narratives appear in generated results
• Fuel sales by positioning your products as top recommendations when shoppers are most intent-driven

Weak GEO leaves the door open for competitors to capture the conversation.

Your Website Is Still the Digital Flagship

Even in the age of AI search, your website remains the digital flagship of your brand. Generative engines pull from sources like reviews, articles, and retailer listings, but your owned site signals authority and legitimacy.

When we design or redesign a site, we make sure it:

• Clearly communicates the brand story and differentiators
• Structures product information so AI can easily parse it
• Provides educational content that ladders into the category

We also ensure structured data, schema, and metadata align with how generative engines crawl and summarize brand content, a key technical layer often overlooked in standard web builds.

This approach not only converts shoppers, it also strengthens the signals that power GEO performance. We’ve seen firsthand how investing in your flagship site pays off in both human and AI-driven discovery.

GEO Extends Brand Storytelling

Unlike SEO, which often leaned heavily on keywords and backlinks, GEO rewards clarity, credibility, and context. Our team is helping clients extend their brand storytelling so it shows up in generative results where shoppers are looking for advice.

• Ingredient transparency reinforces trust in food, beauty, and wellness
• Sustainability practices, certifications, and values surface in recommendation engines
• Recipes, use cases, and how-to content position products as the right solution at the right time

The goal isn’t just to be mentioned. It’s to be referenced accurately and favorably in the few answers AI delivers. GEO is how brand narrative becomes brand distribution.

Optimizing for GEO isn’t just about visibility. It’s about making sure the right brand story shows up when AI answers a shopper’s question.

Preparing for What’s Next

We see GEO as a natural extension of how we already think about digital. When we partner with clients, we don’t just design for today. We design for where commerce is going.

That means building digital flagships that:

• Deliver seamless shopping experiences
• Showcase brand stories through content and design
• Feed both human shoppers and AI engines with the right signals

The rise of GEO will separate brands that show up confidently in the AI era from those that get left behind. For CPG brands, now is the time to ensure your site and content are ready.

A Real Example: Shopify + ChatGPT Integration

Shopify recently announced that merchants will soon be able to sell products directly through ChatGPT. This is a clear signal that generative engines are not only guiding product discovery, but the entire end-to-end experience, including product comparison and checkout.

For CPG brands, this makes GEO visibility even more urgent. If your brand shows up in ChatGPT results, shoppers can soon purchase without even visiting your website. We’re helping clients prepare for this reality by structuring their sites and content so generative engines can parse them effectively while letting their brand story shine through.

The Bottom Line

Generative search is changing how shoppers discover, evaluate, and buy. For CPG brands, visibility in AI-driven results will soon be as critical as ranking on Google. But the foundation hasn’t changed: your website is still the digital flagship that fuels discovery, trust, and long-term growth.

At Barrel, we’re already helping clients strengthen their GEO presence by blending design, storytelling, and technical execution. The stakes are higher, but so are the opportunities.

Want to see how your brand shows up in AI search today? Barrel is offering a limited number of free GEO audits to preview insights into your current visibility.

To secure your audit, email us at newbiz@barrelny.com.