Brazen, a Dutch agency focused on SEO and Generative Engine Optimization, has introduced a platform designed to measure how brands appear in responses generated by artificial intelligence chatbots. The tool, called GEOlab, was unveiled at an Emerce Updates event in Amsterdam, marking a significant development in how companies approach visibility in an increasingly AI-driven digital landscape.
Measuring Brand Presence in AI Responses
The GEOlab platform operates by simulating thousands of purchase conversations conducted through popular AI chatbots, including ChatGPT and Google Gemini. Rather than tracking traditional search engine rankings, the system analyzes how frequently and prominently brand names appear when consumers ask AI systems for recommendations and product information. This represents a fundamental shift in digital marketing strategy as generative AI becomes more integrated into consumer decision-making processes.
Among Brazen’s notable case studies is work conducted with Sony. The analysis revealed a striking disparity in how the electronics manufacturer was represented compared to competitors. According to Peter van der Graaf, “Sony was hardly ever mentioned, unlike Bose and Apple, which appeared 52% and 47% of the time respectively.” This gap prompted Brazen to develop strategies aimed at improving Sony’s visibility within AI-generated answers.
From SEO to GEO
The transition from traditional Search Engine Optimization to Generative Engine Optimization reflects broader changes in how consumers discover products and services. While conventional SEO focuses on ranking websites in search results, GEO addresses how brands are recommended and discussed by AI systems. Speakers at the Emerce event emphasized that success in this new environment depends on factors including content authority and technical infrastructure, rather than the keyword optimization tactics that defined earlier digital marketing approaches.
The distinction matters significantly for brands across industries. As consumers increasingly turn to AI assistants for purchasing advice, a company’s absence from AI-generated recommendations can translate directly into lost market share. Brazen’s work suggests that many established brands may not yet be optimized for this emerging channel, creating both challenges and opportunities for agencies that understand the mechanics of generative AI systems.
Growing Focus in Europe
The introduction of tools like GEOlab reflects growing attention across the European startup ecosystem to the business implications of generative AI adoption. As major technology companies integrate large language models into their platforms, marketing and visibility strategies must adapt accordingly. Dutch startups and agencies are increasingly positioning themselves at the intersection of artificial intelligence and business outcomes, recognizing that competitive advantage will belong to those who understand how to maintain brand prominence in an AI-mediated digital environment.
The Amsterdam-based agency’s platform comes at a moment when European businesses are grappling with how to maintain relevance in an industry being rapidly reshaped by generative technology, underscoring the broader importance of emerging tools that help companies navigate this transforming landscape.