Your brand is invisible to the AI that’s choosing your competitor

B2B buyers increasingly use LLMs like ChatGPT and Gemini as primary research tools, and brands without a published presence on trusted media platforms are invisible to these models. Generative Engine Optimisation (GEO) is emerging alongside SEO as a critical strategy: AI models favour content published on credible third-party platforms over corporate blogs, gated PDFs, or social posts. Brands that build a consistent, attributed publishing footprint on trusted platforms are more likely to appear when AI answers buyer research questions. The piece argues this is especially relevant in South Africa's concentrated B2B market, where the window to establish category authority in AI answers is still open.