GEO is the new SEO (Generative Engine Optimization)

Images: @susie_alexan – Instagram

In a landscape where traditional search interfaces are rapidly being replaced by reasoning systems like ChatGPT, Perplexity, and Google AI Overviews, the concept of classic SEO is becoming insufficient. We are in the midst of the rise of GEO (Generative Engine Optimization). This new discipline forces brands to optimize content not just for indexing algorithms, but to be correctly ‘read’ and interpreted by Large Language Models (LLMs).

For decades, brands have managed content, but now they must also manage context.

With the shift in how users discover brands, Adobe has introduced the LLM Optimizer. AI assistant traffic to online stores has increased by 269% compared to last year.

Collaboration with NVIDIA and the digital future

Shantanu Narayen and Jensen Huang
Image: Adobe

A memorable moment of the conference was the presence of Jensen Huang (CEO of NVIDIA) alongside Shantanen Narayen. Huang described the new Adobe system as a ‘marketing production system’ capable of generating experiences at an industrial scale. Additionally, the partnership between the two companies aims to advance 3D digital twin workflows, reducing costs and production time for digital product replicas.

In a moment of strategic clarity, Jensen Huang debunked fears regarding workforce replacement by using the radiology analogy: although AI has affected 100% of their workflow, the demand for doctors has actually increased, as they can now analyze more scans, focusing on complex diagnoses instead of administrative tasks.

Shantanu Narayen’s latest keynote

Image: Adobe

The 2026 Summit also marked an emotional moment: Shantanu Narayen’s final keynote address as CEO of Adobe. After 18 years of transforming the company from a ‘boxed’ software maker into a SaaS giant and leader of the experience economy, Narayen left behind a legacy where technology enhances human creativity rather than replacing it.