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Brand is the new SEO.

I wrote that recently in this newsletter: In AI-driven search, it’s no longer clicks but visibility, trust and digital authority that determine whether a brand appears in the answers provided by Gemini, ChatGPT or Perplexity.

But how do you actually optimize your content for AI? No one really seems to know yet.

A SEO and performance expert recently told me: "Anyone claiming today that they can make your brand visible in AI search is being disingenuous." The market simply hasn’t reached the point of fully understanding the algorithms.

We haven’t even settled on a name for this emerging discipline. Right now, everyone uses whatever acronym they prefer, leading to a confusing mix such as:

💭 LLM Optimization (LLMO)

💭 AIO (Artificial Intelligence Optimization)

💭 AEO (Answer Engine Optimization)

💭 GEO (Generative Engine Optimization)

💭 AIOO (AI Overview Optimization)

💭 BAO (Brand Authority Optimization)

💭 DTSO (Digital Trust Signals Optimization)

And this is exactly the moment when agencies enter the scene, essentially saying: "You’re not ready? We’ll handle it for you."

We’re now seeing the first specialized agency units expanding their search offerings to include AI search, helping companies to understand how their brands are represented in ChatGPT and Gemini. As Camm Rowland, Chief Creative & AI Officer at Kepler, told Digiday: "Understanding how the gatekeeper thinks is really important."

The shift in consumer search behavior is undeniable. A Capgemini Research Institute study from January estimated that 58 percent of consumers have replaced traditional search engines like Google or Bing with some flavor of AI tool.

CMOs shouldn’t wait for these new search habits to fully solidify before adapting their strategies. At the very least, they should start engaging with the topic now, experimenting and opening conversations with their agencies.

One figure that really caught my attention: luggage brand Travelpro managed to increase its brand appearances in AI-assisted search results by an impressive 154 percent through smart optimization efforts.

So what can you do today? Here are three actionable tips:

🎯 Social Media & Creator Marketing: Steer your social content deliberately so that creator posts positively shape how your brand appears in AI-generated answers, since LLMs ingest and reflect social media content directly.

🎯 Metafiles (llms.txt): Place new files like llms.txt on your website to provide LLMs with structured, curated brand information, ensuring the desired representation of your key attributes.

🎯 Content Optimization: Review and adjust website content, design and metadata so that your brand’s core messages and attributes appear accurately and positively in AI search results.

Have you already started exploring this space? Or even seen some early successes? I’d love to hear about it. Perhaps there’s still time to bring one of these cases to the DMEXCO stage.

I wish you a happy weekend, where you find more than you seek. 🧭👀🎈

Yours, Verena

🦁 Cannes scandal: How other advertising competitions are responding

Following the Cannes scandal involving fake campaigns, other advertising competitions are responding with stricter controls. D&AD has already withdrawn awards from the ominous Brazilian agency DM9, and is introducing AI transparency requirements. One Show is strengthening customer verification for finalists. New York Festivals and Clio Awards are fundamentally reviewing their guidelines. London International Awards is relying on public jury sessions and requiring personal countersignature of DDB work. All organizers reserve the right to revoke awards retroactively. >>> Horizont (€)

🦄 Tinder tells a queer love story for the European Football Championship

Tinder is using a true love story as a marketing booster for the European Football Women’s Championship: The brand film "Wherever it takes You" tells the touching story of ManCity star Kerstin Casparij and her partner Ruth Brown, who met two years ago via the dating app. The campaign, developed by LePub, documents their journey from their first encounter to their future together. >>> LBB Online / YouTube

😎 Vogue seeks new Anna Wintour – via job advertisement on LinkedIn

Condé Nast is looking for a successor to Anna Wintour as editor-in-chief of US Vogue via a LinkedIn job ad. The ad is deliberately minimalistic – with no specific requirements, just "send your resume if interested". Wintour remains influential as global editorial director of all Vogue editions and chief content officer. Numerous interested parties are already flocking to the ad, linking to each other. >>> LinkedIn

🤖 Meta plans AI chatbots that actively engage users

Meta plans to use proactive AI chatbots in its services such as Messenger, WhatsApp and Instagram that independently engage users and initiate conversations. Internal documents show that these chatbots will no longer just respond to queries, but will also start conversations themselves in order to increase user engagement and create new interactions. >>> Business Insider (€)

🚗 Hertz uses AI to assess car damage

Car rental company Hertz has recently started using AI scanners in the US to automatically detect damage to rental cars. Vehicles are digitally inspected when they are returned. Even minor damage can result in high bills, as illustrated by an example of $440 for a 2.5 cm scratch. Customers can only complain about this digitally. Pretty heartless (or "her(t)zlos", as we Germans say). >>> USA Today

📢 From Jean-Remy von Matt to Rezo: The DMEXCO speakers you should not miss

From Jean-Remy von Matt to Rezo: At DMEXCO 2025 on September 17 and 18 in Cologne, top decision-makers like Carsten Maschmeyer, Vanessa Stützle (Luqom), Alma Lipa (L’Oréal), Sir Martin Sorrell (WPP), Dora Osinde (Ogilvy), Mona Roberts (Primark), Michael Fichtner (FC Bayern Munich), Sabine Jünger (Otto) and digital experts like Sascha Lobo will be speaking. More about powerful summits, innovations and networking inspiration for your business can be found on the DMEXCO website. >>> DMEXCO

👬 AEOS successfully combines TV advertising with DOOH

TV specialist All eyes on screens (AEOS) from Croatia uses "TV Boost" to compensate for regional TV weaknesses with programmatic DOOH. L’Oréal’s "Prada Paradox" campaign had a 19 percentage point difference in advertising pressure between cities. Through TV measurement and automated networking, this was adjusted to within one percentage point. Data-based optimization enables maximum efficiency in cross-media campaign management. >>> AEOS (PDF)

🌦️ Digital sovereignty, American style? Pros and cons of the Microsoft cloud

Microsoft promises a "sovereign cloud" for Europe with local data storage and European partners. Proponents see state-of-the-art technology in data protection compliance. Critics warn of "sovereignty washing" – true independence is impossible, they say, because US laws such as the CLOUD Act continue to apply and the technology remains proprietary. Europe therefore faces further dependence instead of digital sovereignty. >>> W&V (€)

🧒 Sparkasse becomes Google’s first partner for age verification

Google and Sparkasse are launching a digital age verification system via Google Wallet in Germany in 2025. Sparkasse will be the first European bank to enable secure, data-efficient age verification. The system uses zero-knowledge proof cryptography and is integrated into Android/Chrome. Users can verify their age with a single click without revealing any personal data. The solution could be rolled out across the EU. >>> Retail News

🏛️ AI voicebots: How well they work for German municipalities

AI voicebots are already taking the pressure off German municipalities by providing automated telephone support around the clock. They independently process structured requests such as appointment bookings and information, speak several languages, and reduce waiting times. Successful projects in Karlsruhe and Heidelberg show that with clear responsibilities, system integration, and data protection, up to two-thirds of calls can be automated. >>> Aristech