Generative Engine Optimization: What’s reshaping SEO for brands?

The dream of search engines as they were originally conceived was that you’d get the perfect answer to your query. The reality became something different, with searchers inundated with ads and results rendered unhelpful or irrelevant because of SEO’s commercial intent. 
We can’t judge. We play the game, too. The balance of informing people and motivating them to buy something is…tricky. Always has been, but now more than ever, AI-driven search is changing the way people are searching and finding information, often with fewer clicks onto sites, which is worrying retailers.