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posted on Aug. 01, 2025 at 10:00 amJul 31, 2025

Why marketers must now add GEO to the equation

posted on Aug. 01, 2025 at 10:00 amJul 31, 2025

Impact BBDO's Ghassan Kassabji says that Generative Engine Optimisation or GEO reflects how search is evolving, how the mechanics and definition of visibility are changing.

Ghassan Kassabji, CEO - Dubai and Chief Growth Officer - MENA, Impact BBDO on GEO

Ghassan Kassabji, CEO - Dubai and Chief Growth Officer - MENA, Impact BBDO.

I have followed the evolution of AI with genuine interest. Not for the buzz, but for the way it continues to reshape the world around us, especially the way business operates and how our industry communicates. One of the most significant shifts we are seeing today is in how people search.

According to proprietary data from the Synthesio UAE team at Ipsos, 35 percent of the global population is already using large language model (LLM) applications, and nearly half of that usage is for search.

Publicly available data confirms that ChatGPT on its own has now surpassed 500 million weekly active users and is growing steadily, with over 2.5 billion prompts processed each day.

This rapid

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Tags:backlinks digital visibility Discover domain authority domain relevance generative engine optimisation GEO Ghassan Kassabji Impact BBDO keyword search large language models LLMs marketing on-page elements optimisation page ranking search search results Traffic user behaviour

the authorAnup Oommen

Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.