Aether
AgencyAI Tool
Field notes from running GEO at scale

Insights from the front line of AI search.

We’ve published more than 90,000 AI-optimised articles for clients in the last year. Here’s what we’ve learned, what we’ve been wrong about, and what comes next.

Trends1 June 20267 min read

Aether's State of GEO: lessons from 90,000 published articles

Across our client base, we have now published more than 90,000 articles engineered for AI citation. Here are the five lessons that have stayed true at scale.

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All articles

Every piece, in one place.

GEO FundamentalsGEO vs SEOAI EnginesIndustriesHow-toTrends
Industries5 min

Retail and the agentic shopping shift

AI is starting to make purchases. ChatGPT Shopping, Google's UCP and Amazon's Buy For Me are turning recommendation engines into transaction engines. Here is what retail brands should do about it.

Mo Hassan28 May 2026
Trends6 min

What 12 months of citation tracking taught us

A year ago we started tracking citations across six AI engines for clients. The patterns we expected showed up; the ones we didn't expect mattered more.

Mo Hassan20 May 2026
Industries7 min

AI visibility for security firms: a UK case study

We took a UK security firm from invisible to recommended across four AI engines in 90 days. Here is exactly what changed, and what it taught us about the wider category.

Mo Hassan12 May 2026
Trends4 min

Agentic commerce is here. Is your catalogue agent-ready?

AI is starting to buy. Here is the quick checklist for whether your products can be discovered, compared, and purchased by an AI agent acting on a buyer's behalf.

Aether Editorial4 May 2026
AI Engines5 min

Gemini's enterprise play: what it means for B2B brands

Gemini is Google's bet that the future of AI is conversational, multimodal, and deeply integrated with the rest of the Workspace suite. Here's how that shifts what UK B2B marketers need to plan for.

Aether Editorial22 April 2026
GEO vs SEO4 min

Should I still invest in traditional SEO in 2026?

Yes, but not the way you used to. SEO still matters — it just isn't the whole game any more. Here's how to think about budget split when AI search is eating into organic traffic.

Mo Hassan10 April 2026
How-to4 min

Off-site authority: where 85% of AI mentions come from

Your blog matters. It matters less than where else on the web your brand is mentioned. Here is why off-site authority is the most under-invested lever in GEO.

Aether Editorial4 April 2026
Trends5 min

Why AI search will overtake Google for buying decisions by 2027

A bold prediction, with the data behind it. We've been tracking the trend lines for two years; here is what they say about the next two.

Mo Hassan22 March 2026
AI Engines5 min

Claude and the rise of citation-driven AI answers

Claude is the AI engine quietly winning over enterprise. As more companies roll it out internally, the employees making vendor recommendations are increasingly using it to do their research.

Aether Editorial15 March 2026
GEO Fundamentals6 min

Entity signals: the invisible currency of AI search

Behind every AI recommendation is a private model of your business — your authority, your offerings, your competitors. Most brands never see it. Here is how to shape what AI thinks of you.

Mo Hassan2 March 2026
How-to6 min

Building entity authority: a 30-day playbook

Entity authority is the hardest GEO lever to fake and the most rewarding to build. Here is a focused 30-day sprint that moves the needle.

Aether Editorial26 February 2026
GEO Fundamentals5 min

The six AI engines every UK business should care about in 2026

ChatGPT is the famous one. It is not the only one. Here is the breakdown of the six engines we track for clients, what each is best at, and where your audience is actually asking.

Aether Editorial19 February 2026
AI Engines4 min

Microsoft Copilot for buyers: what marketers need to know

Copilot is the AI engine most professionals use without realising it. Embedded in Outlook, Teams and Word, it is shaping decisions for workforces marketers rarely think to reach.

Aether Editorial4 February 2026
Industries5 min

Healthcare and AI: trust signals that actually matter

Healthcare AI search is held to a higher bar than any other category. The engines are conservative, the buyers are cautious, and trust signals are the entire game.

Aether Editorial30 January 2026
AI Engines5 min

Inside Google AI Overviews: the new front page of search

AI Overviews now sit above the ten blue links for the majority of commercial queries in the UK. If you don't appear in them, you have effectively been moved to page two.

Aether Editorial22 January 2026
GEO Fundamentals5 min

Why being on page one of Google no longer matters as much as it did

Page one used to be the only game in town. With AI Overviews now sitting above the organic results, the rules have changed — and the brands clinging to old metrics are starting to feel it.

Aether Editorial8 January 2026
How-to4 min

Brief from citation gaps, not keyword volume

Most agencies still brief content from keyword volume. That is the old game. The new one is briefing from citation gaps — and it changes everything about which articles get written and why.

Mo Hassan19 December 2025
GEO Fundamentals6 min

What is Generative Engine Optimisation, and why does it matter now?

GEO is the new front line. When buyers ask ChatGPT, Perplexity or Google AI for a recommendation, only one brand gets named. Here's how the game changed, and what it takes to win it.

Mo Hassan12 December 2025
AI Engines4 min

Perplexity, citations and the future of brand discovery

Perplexity made citations a first-class part of the interface. That single design choice is reshaping how professionals discover, vet and choose brands.

Mo Hassan5 December 2025
AI Engines5 min

How ChatGPT decides which brands to recommend

ChatGPT is the biggest consumer AI surface in the world. Here's what we've learned, after a year of tracking citations across thousands of buyer queries, about how it picks who to name.

Aether Editorial26 November 2025
Industries5 min

DTC and clean beauty: winning the AI recommendation

Clean-beauty buyers are some of the heaviest AI users in retail. They research formulations, claims, and brand ethics before buying. Here is how the brands we work with appear in those conversations.

Aether Editorial19 November 2025
Trends4 min

AI traffic converts 2× organic. Why that changes your funnel

Across our client base and confirmed by industry research, traffic from AI engines converts roughly twice as well as traditional organic. Here is what we think drives that, and what it means for your funnel.

Aether Editorial12 November 2025
GEO Fundamentals7 min

How AI engines decide who to cite (and how to be that brand)

AI engines are not magical. They are systems with rules — and you can read those rules in their behaviour. Here is what they reward, what they ignore, and how Aether shapes content to land on the right side of that line.

Mo Hassan4 November 2025
Trends4 min

The end of the 10 blue links: what every CMO should know

The format that defined a generation of marketing is fading. Here is the practical impact on budgets, agencies, and how to plan for it.

Aether Editorial26 October 2025
GEO vs SEO5 min

GEO vs SEO: same DNA, completely different game

They share roots. They do not share execution, measurement or pace. Here is what they have in common, where they diverge, and how to think about running them together.

Aether Editorial18 October 2025
How-to4 min

5 things every brand should do to be cited by ChatGPT

Five practical, do-it-this-week steps to start showing up in ChatGPT answers. Not theory — actions.

Aether Editorial12 October 2025
Industries5 min

GEO for professional services: how accountants and lawyers get cited

Professional services is one of the highest-leverage categories in AI search. Here is how Aether helps firms turn buyer questions into citation wins.

Aether Editorial4 October 2025
GEO vs SEO6 min

Why your SEO agency probably can't do GEO (and what to ask them)

Most SEO agencies are smart. Most of them also aren't built for the new game. Here's how to tell whether yours is the exception — and the questions that quickly separate real GEO operators from people relabelling old work.

Aether Editorial22 September 2025
How-to3 min

How to audit your AI visibility in 60 seconds

Before you spend any money on GEO, do this. A quick exercise that tells you, in less time than a coffee break, whether AI engines know who you are.

Aether Editorial8 September 2025