GEO vs SEO: what changes when AI answers first
Generative engine optimisation isn't a replacement for SEO. It's what SEO becomes when the first answer is written by an AI. Here's what actually changes.
The creative testing system behind ads that keep working.
On Meta and TikTok especially, creative is now the main targeting lever. The platforms find the audience; your ad decides who stops scrolling. Which means the most important thing in your ad account isn't the bid strategy — it's how often you ship new creative.
The rhythm
- Every month, brief new concepts — different hooks, not just different colours.
- Make two or three variations of each: a new first three seconds, a new headline, a new format.
- Launch them against your best current ad with a fixed test budget.
- After a week or so, keep the winners, retire the losers, and write down why you think each worked.
- Turn the winning idea into next month's brief.
What to measure
Not likes. Measure cost per qualified lead or cost per purchase, plus two early signals: how many people watch past the first three seconds, and how many click. A great hook with no clicks is entertainment; a dull hook with great clicks is a brief for better creative.
Where AI helps
AI makes the production part cheap: scripts, variations, resizes, voice-overs and subtitles in minutes. The part it can't do is judgement — knowing which idea is actually true to your brand and worth the money. That's still a human job.