Kantar Korea, the South Korean unit of Kantar, a global marketing data and analytics company headquartered in Britain, said on Tuesday it is officially launching a Generative Engine Optimization (GEO) service to analyse how brands are perceived and chosen by consumers in generative AI environments and to present growth strategies.

Kantar GEO analysis examines what purposes and needs consumers have when using generative AI environments, including comparisons with rival brands, and provides insights that can be used to develop brand strategies.

Kantar GEO analysis results are provided through an in-depth analysis dashboard, including citation share, priorities for improvement and AI-based execution strategies, as well as a strategic report, allowing practitioners to use them immediately.

Cha Sang-hoon (차상훈), a media domain leader at Kantar Korea, said, "Generative AI has now emerged as an important touchpoint in consumers' brand information gathering and purchase journeys. Brands now need strategies to be chosen not only by consumers but also by AI. Kantar's GEO service provides the most sophisticated analysis of 'how AI describes brands,' along with execution strategies that connect to actual business growth. We will support companies so they can proactively secure opportunities in this changing current."