TLDR: The surge in popularity of the Chinese AI chatbot DeepSeek is driving a significant shift in marketing strategies, moving away from traditional search engine optimization (SEO) to generative engine optimization (GEO). Companies are now focusing on creating content specifically designed to be picked up and recommended by AI chatbots, leading to increased online traffic and a new form of brand endorsement.
The rapid ascent of DeepSeek, a Chinese artificial intelligence chatbot, has triggered a notable transformation in the digital marketing landscape. Industry insiders report that brands are experiencing substantial online traffic through AI chat platforms, prompting a strategic pivot from conventional search engine optimization (SEO) to generative engine optimization (GEO). This new marketing paradigm centers on crafting content that is specifically tailored to appear in AI-generated responses.
GEO is emerging as a critical marketing service, with advertising agencies assisting companies in developing content more likely to be integrated into AI chatbot answers to user queries. While users may not always be aware that AI recommendations are influenced by marketing content unless they click on the quoted webpages, an AI endorsement can become a powerful form of promotion when its responses are shared across social media.
For instance, a Yicai reporter’s inquiry to DeepSeek for restaurant recommendations in Shenzhen’s Nanshan district yielded suggestions for a variety of eateries, with the chatbot citing sources such as blogs, Baidu Baike (China’s equivalent of Wikipedia), and the mapping service of 360 Security Technology. Further investigation on the social commerce platform Xiaohongshu revealed numerous posts praising brands recommended by DeepSeek, highlighting the influence of AI-driven suggestions.
Market experts are already identifying the characteristics of content favored by AI. Chen Jingjing, general manager of the light consulting business division at marketing solutions firm Yu An Yin Lan, noted that AI tends to prioritize content supported by data, real-world examples, and detailed information about a firm’s market segment. This type of content significantly increases the likelihood of being recognized and utilized by AI.
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The shift is also reflected in declining SEO effectiveness. Since 2020, SEO’s impact has reportedly decreased by approximately 70 percent, a direct consequence of changing user behavior with the advent of AI. One company is now receiving five times more requests for GEO services than for traditional SEO services. Despite this, advertisements remain a crucial revenue stream for search engines. In the first quarter of its 2025 fiscal year, Google’s parent company Alphabet generated USD66.9 billion from ads, accounting for over 70 percent of its total revenue. Similarly, Chinese search engine giant Baidu earned CNY32.5 billion (USD4.5 billion) in revenue in the three months ending March 31, with half of that stemming from online marketing. The decline in search engine usage over recent years, with users increasingly turning to platforms like Douyin, Xiaohongshu, and WeChat’s Channels, further underscores the need for this marketing evolution.
