AI & Enterprise
AI search shifts brand strategy to GEO in zero-click era
As AI search spreads rapidly, the core of brand strategy is shifting from advertising to generative engine optimisation (GEO), Aenact CEO Son Seung-wan said. He said search is moving from a search engine to an answer engine, accelerating a “zero-click” trend. He cited rising use of ChatGPT and Gemini in South Korea and said traffic for news media has fallen since the second half of 2025. He said Korea lags in SEO, urged investment in owned media and warned of an “anchor gap”.
