The rise of AI-based search engines (ChatGPT, Gemini, Perplexity, Copilot…) is transforming the way people discover information. We no longer “click” on links: we ask, and AI answers.

Behind this revolution lies a new field of optimization: Generative Engine Optimization (GEO). While SEO aimed to get users to click on a link, GEO seeks to get a source cited in the responses generated by artificial intelligence systems.

This approach, recently theorized by a team of researchers from Princeton, Georgia Tech, and the Allen Institute for AI, led to the creation of the GEO-bench (2023) benchmark. Their study showed that certain writing and structuring strategies can increase by up to 40% the chances that content will be used by a generative engine.

Here’s a summary.

Structure content for AI

Language models favor content that is clear, structured, and conversational.

Formats such as FAQs, Q&A sections, short definitions, or explanatory boxes make it easier for generative engines to extract information.

Example:

Instead of a page titled “Our 2025 Exhibitions,” a cultural institution could create sections such as:

• “What exhibitions should you see in Paris in 2025?”
• “Why should you visit this exhibition?”

This structure improves AI’s understanding of the context and increases the chances of being cited.

According to Garanko, 88% of queries phrased as questions trigger a generative answer in Google AI Overviews.

Prove reliability through sources and data

The second key to GEO is credibility.

AI systems value content supported by citations, statistics, and verifiable references such as studies, reports, or recognized publications.

In practice:

• Add figures: annual attendance, number of artworks, social or economic impact.
• Cite your sources: Ministry of Culture, UNESCO, cultural press, academic research.
• Link your statements to tangible data.

This is not only a matter of editorial rigor: it also increases the probability of being selected by generative engines.

The GEO-bench studies (Princeton, Georgia Tech, Allen Institute for AI, 2023) showed that adding statistics and citations improves visibility by 15 to 40%.

Build authority and inspire trust

Finally, AI looks for reliable and legitimate sources.

To do so, it relies on E-E-A-T signals: Experience, Expertise, Authoritativeness, Trust.

How to strengthen these signals:

• Highlight your experts, guides, expertise, and exhibition curators.
• Display your certifications, labels, or official partnerships (ICOM, “Musée de France,” independent cinema, etc.).
• Share testimonials or specialized press articles.

Every trace of public recognition reinforces your credibility—and therefore your chances of being cited in AI-generated answers.

In summary

The three pillars of GEO form a virtuous circle:

Structure your content so it is readable, support it so it is credible, and build your authority so it is cited.

Adopting this method means transforming every page on your site, every exhibition page, and every article into a potential source for artificial intelligence systems.

This is only the beginning

Generative Engine Optimization goes much further: content audits, editorial governance, technical structuring, brand mentions, UGC platforms…

In other words, what you’ve just read is only the beginning of implementing a GEO strategy.

👉 Download our white paper to discover all the GEO levers and concrete examples of application in the cultural sector.

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