We’re entering Act II of search: Generative Engine Optimization (GEO). AI-native search is becoming fragmented across platforms like Instagram, Amazon, and Siri, each powered by different models and user intents. Unlike traditional search, LLMs remember, reason, and respond with personalized, multi-source synthesis. GEO becomes the system of record for interacting with LLMs, allowing brands to track presence, performance, and outcomes across generative platforms. If SEO was a decentralized, data-adjacent market, GEO can be the inverse — centralized, API-driven, and embedded directly into brand workflows.