What Is GEO, and Why Should Packaging Manufacturers Care?

March 12, 2026

Love them or hate them, generative AI systems such as ChatGPT are here to stay. Widely viewed as one of the most significant technology shifts of the past several decades, these tools deliver narrative-style answers without requiring users to visit multiple websites, compare sources, or synthesize information themselves. Adoption has accelerated quickly, and many people now turn to generative AI when researching products, services, or technical topics.

This shift matters for packaging manufacturers because it changes how prospects learn. Buyers are no longer relying solely on traditional search results to gather information. They are increasingly asking AI systems to summarize options, explain differences, and present recommendations. As a result, manufacturers must consider how their websites rank in search engines as well as how their expertise is represented in AI-generated answers.

As prospects more readily turn to generative AI for information, generative engine optimization (GEO) is emerging as a complement to traditional search engine optimization (SEO). GEO focuses on ensuring that digital content is visible to generative AI systems, particularly those that do not rely on conventional search rankings.

How Generative AI Systems Provide Information

Not all generative AI systems work the same way, and understanding this distinction helps explain why both SEO and GEO are now necessary.

Some generative AI experiences are built directly into search engines. Google and Bing, for example, now present AI-generated summaries alongside traditional search results. In these environments, SEO still plays a central role. Content must be indexed, structured, and ranked to be included and summarized.

Other generative AI tools operate outside of traditional search. Standalone AI systems generate answers without presenting a list of search results at all. Instead, they synthesize information from a broad range of sources across the web and their training data. In these cases, visibility depends less on rankings and more on how clearly, consistently, and authoritatively information is published and referenced online.

Research suggests that the use of AI tools to uncover information is increasing, while reliance on traditional search engines is beginning to decline. In an August 2025 Higher Visibility survey, more than 62% report they have started using AI tools for search. The same survey revealed that Google, which has dominated the industry for decades, is losing ground: Those reporting using it for general information searches dropped from 73% to 66.9% in six months.

For packaging manufacturers, SEO remains essential as prospects are still using traditional search engines, and those search engines are incorporating AI into their results. At the same time, a complementary approach is needed to ensure that content can be understood and retrieved by generative AI systems that do not rely on traditional search rankings. This is where GEO can give manufacturers an advantage.

What Is GEO?

GEO is the practice of structuring and presenting digital content so it can be accurately retrieved, interpreted, and synthesized by generative AI systems.

Over the last three decades, SEO has been used by marketers to optimize their company websites to improve ranking in search engine results. SEO strategies involve creating content around relevant keywords that prospects may search for, building backlinks from reputable sites to enhance authority and trustworthiness, and ensuring that the website is fast, mobile-friendly, and free from errors that could hinder search engine indexing.

Over time, SEO has evolved as search engine algorithms have become more sophisticated. Each change required marketers and manufacturers to adjust how they created and structured digital content. At the same time, the underlying goal remained the same: helping the right information reach the right audience at the right time.

GEO represents a similar evolution driven by changes in how users consume information. Instead of ranking pages and presenting a list of links, standalone generative AI systems synthesize information and deliver a single response. This means that content is competing for inclusion in an AI-generated answer and for position on a results page.

However, when generative AI is integrated into search engines, traditional SEO still determines which content appears. GEO is necessary to ensure that the content can be accurately interpreted and summarized.

Whereas SEO focuses on how content is discovered, GEO focuses on how content is understood. Generative AI systems favor information that is clearly written and consistently presented, and that demonstrates authority. Content that explains products, capabilities, and technical details in plain language is more likely to be accurately interpreted and reused than content that relies on marketing jargon.

For packaging manufacturers, GEO does not require abandoning SEO best practices. In fact, many of the fundamentals overlap. Well-organized site structures, clear product and service descriptions, and authoritative thought leadership all support both SEO and GEO.

As generative AI continues to influence how prospects research suppliers, manufacturers that view GEO as a natural extension of their existing SEO efforts will be better positioned to maintain visibility and credibility. The goal is to ensure that accurate technical information is available wherever and however buyers choose to look for it.

Why GEO Matters for Packaging Manufacturers

Packaging buyers rarely make decisions after reviewing a single source. They research options, compare capabilities, and narrow their list before ever contacting a supplier. Increasingly, they are turning to generative AI in the early research phase, which helps them to frame questions, understand trade-offs, and identify what to look for in a potential partner.

When a buyer asks a generative AI system a question such as, “What type of packaging is best for [a specific product]?” or “What is often overlooked when choosing a packaging manufacturer?” the goal is to gather information rather than immediately select a supplier. Rather than competing for a single click, GEO assists prospects during the research and short-listing stage, where many buying decisions begin.

This has practical implications for how content is created. Clear explanations of services, materials, certifications, and use cases help AI systems surface relevant information and guide buyers toward credible sources. In many cases, AI-generated summaries include references, links, or prompts that lead users to explore specific companies more deeply. This is especially true when users ask questions such as, “What companies specialize in [specific format] for [specific industry]?” or “Which packaging manufacturers have certifications for food-grade packaging?”

When buyers encounter a company name, capability, or recommendation through a generative AI system, it often leads to follow-up searches, website visits, or referrals within a buying team. Visibility at this stage can increase the likelihood of being included in a request for information or a short list of potential suppliers.

GEO Is a Practical Extension of Existing Marketing Strategies

The emergence of GEO does not require packaging manufacturers to overhaul their existing digital strategies. Search engines remain important, and SEO fundamentals will continue to matter. GEO builds on the work manufacturers are already doing to clearly explain their capabilities, processes, and expertise online. Content that is well structured, accurate, and written to answer prospects’ questions will serve both traditional search engines and generative AI systems.

As research behaviors continue to evolve, packaging manufacturers that treat GEO as a natural companion to SEO are more likely to remain visible throughout the prospect’s buying journey. The goal of implementing GEO strategies alongside SEO is to ensure that when prospects look for answers, whether through search engines or generative AI tools, the information they find accurately reflects the packaging manufacturer’s experience, capabilities, and value.