GEO Platform Shutdown Sparks Industry Debate Over AI Search

Benjamin Houy shut down Lorelight, a generative engine optimization (GEO) platform designed to track brand visibility in ChatGPT, Claude, and Perplexity, after concluding most brands don’t need a specialized tool for AI search visibility.

Houy writes that, after reviewing hundreds of AI answers, the brands mentioned most often share familiar traits: quality content, mentions in authoritative publications, strong reputation, and genuine expertise.

He claims:

“There’s no such thing as ‘GEO strategy’ or ‘AI optimization’ separate from…