AI search is here, and it’s already changing how people find local businesses online. Instead of just seeing a list of blue links, users are getting direct answers, recommendations, and summaries pulled from across the web.

But here’s the kicker: not all AI search engines work the same way. Understanding the differences is key if you want your business to show up and get recommended.

The Major Players in AI Search

1. Google AI Overviews

2. ChatGPT (OpenAI)

• Where it shows up: ChatGPT app, web, and integrations (like Microsoft Copilot).
  
• How it works: Uses OpenAI’s models trained on vast datasets, plus limited browsing or plugin access depending on version. *this is evolving fast*
  
• What matters for GEO:
  
  • Content that’s clear, consistent, and structured with schema.
  • Authoritative citations (ChatGPT often avoids mentioning a business unless it’s backed by trusted sources).
  • Strong brand presence across multiple platforms.
    

3. Perplexity AI

• Where it shows up: Perplexity.com app and web.
  
• How it works: Combines AI answers with citations you can click — like a blend of Google + ChatGPT.
  
• What matters for GEO:
  
  • Being listed on credible, citation-friendly websites (directories, associations, news sites).
  • Having content that is FAQ-style and fact-checked.
  • High-quality backlinks and sources that Perplexity can surface.
    

4. Claude

• Where it shows up: Claude.ai web app, integrations.
  
• How it works: Focuses on conversational answers, summarisation, and safe, accurate content. Doesn’t show as many citations as Perplexity.
  
• What matters for GEO:
  
  • Content that is clear, consistent, and trustworthy.
  • Authority markers like staff credentials, accreditations, and case studies.
  • Having content written in a plain, easy-to-digest style that Claude can summarise well.
    

5. Microsoft Copilot

• Where it shows up: Inside Bing search results, Microsoft Edge browser, Windows apps.
  
• How it works: Uses OpenAI models, but with real-time web access through Bing’s index.
  
• What matters for GEO:
  
  • Having a well-optimised Bing Places listing in addition to Google Business.
  • Ensuring your site is fast, crawlable, and uses structured data.
  • Consistency across directories (Bing pulls from multiple data providers).
    

6. Apple Intelligence

• Where it shows up: Inside iOS (Siri, Spotlight, Apple Maps).
  
• How it works: Tightly integrated with Apple apps, using both AI models and on-device processing.
  
• What matters for GEO:
  
  • Having your business listed correctly in Apple Maps.
  • Strong local signals (citations, reviews, consistent NAP).
  • Content written in a way Siri can answer quickly and confidently.
    

Key Differences Between AI Search Engines

• Google AI Overviews → Favors Google’s own index, Google Business Profiles, and high authority (trusted, well-established) websites.
  
• ChatGPT → Strong on structured, trustworthy, widely-cited info.
  
• Perplexity → Rewards pages that provide citable facts and references.
  
• Claude → Values clarity and trust but shows fewer citations.
  
• Copilot/Bing Chat → Runs off Bing index + OpenAI; good for businesses on Bing Places.
  
• Apple Intelligence → Likely to become a big player in local discovery via Apple Maps.

What This Means for GEO (Generative Engine Optimization)

To cover your bases across all platforms:

1. Rework existing website content → make sure it answers common questions, ensure text is well structured
   
2. Double down on trust signals → reviews, credentials, case studies, accreditations are all incredibly important.
   
3. Get mentioned (cited) in multiple places → industry directories, local news, business associations – think much bigger than just your own website and socials.
   
4. Use schema markup → FAQ, LocalBusiness, Reviews, Services are all important schema types to include on your website pages.
   
5. Be consistent → your business name, services, and location must match across every platform (Google, Bing, Apple Maps, directories).
   

Each AI search engine has its own flavour, but they all reward clarity, authority, and trust. If your content is well-structured, references other sources, and consistent, you’ll not only have your best foot forward to rank in Google, but you’ll also stand a stronger chance of being surfaced in ChatGPT, Perplexity, Claude, and the new wave of AI-driven platforms.

Generative search isn’t replacing SEO –  it’s an extra layer. The businesses that succeed will be the ones who optimise for both SEO and GEO together.