"A Reset, Not an Evolution": AI & Generative Engine Optimisation

Why It Matters

GEO forces brands to shift from emotion‑driven messaging to AI‑optimized content, making early adoption a competitive imperative and a direct driver of revenue in the rapidly evolving chat‑first retail landscape.

Key Takeaways

• Generative Engine Optimisation (GEO) reshapes search and advertising strategies.
• Kepler's Kipper tool provides recommendation index across LLM environments.
• 60% of retail queries now originate from chat, not traditional search.
• Brands must optimize content for LLMs, not just human emotional messaging.
• Early testing and iteration are critical to avoid being left behind.

Summary

The interview on ExchangeWire focuses on Generative Engine Optimisation (GEO), Kepler’s new AI‑driven approach that sits between traditional SEO and paid search, and how it forces a reset in media planning.

Speakers stress that the market is at an inflection point: about 60 % of retail queries now come from chat‑based LLMs, shortening the funnel to a single conversation. Kepler’s Kipper product delivers a recommendation index that scores brand visibility, relevance and performance across multiple large language models, giving clients a data‑driven starting point for iteration.

A recent Kipper report for a German retailer uncovered gaps in LLM coverage and generated a concrete playbook, illustrating the tangible revenue upside. The hosts quote, “This is a reset, not an evolution,” underscoring that waiting for the technology to settle will leave many brands behind.

For agencies and advertisers, adopting GEO means re‑engineering content for LLMs, running continuous audits, and partnering with tech providers to capture emerging opportunities. Early testing and measurable financial KPIs become essential as the traditional human‑centric messaging paradigm gives way to AI‑mediated discovery.

Original Description

In this episode of A Coffee With... Toby Hack, CEO, EMEA & APAC at Kepler Group, joins ExchangeWire COO Lindsay Rowntree over a skinny latte to chat AI and generative engine optimisation (GEO).

https://www.linkedin.com/in/toby-hack-502b282/

Toby's career has spanned media agencies, sales, and tech across Australia, the US, EMEA, and APAC. He recently joined Kepler, drawn by the company's specific, transparent approach to media and its future-proofing focus, as well as the chance to build something new.

Rather than an evolution, AI and GEO represent a fundamental reset for advertising. Businesses must rapidly adapt to engage both humans and AI agents in the new search paradigm. Proactive testing and iteration are essential for survival and competitive advantage. While technology can provide data and direction, human curiosity and ambition will be the main drivers of progress and differentiation.

0:00 Introduction

2:07 How are AI and GEO impacting search?

5:30 How are brands surfaced within LLMs?

8:00 Kip AIR and AI opportunities for clients

9:25 Kepler's technology and agency infrastructure

11:32 Measuring KPIs and outcomes; the cost of AI

15:04 Balancing AI and human oversight

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