The AI search landscape is now far larger, more varied and more complex than a single platform. For a sound GEO strategy, it is essential to understand which systems exist, how they differ from each other, and which are relevant to your audience.
The main players
ChatGPT — OpenAI
The world’s most used generative AI platform, dominant in consumer adoption. Combines training knowledge with web search: ChatGPT searches automatically when a question benefits from current information, and then shows sources. Without a search step, answers are conversational and unsourced — brand mention without a clickable source is the outcome you measure there.
Google AI Overviews
Appears above organic results for informational and comparative queries. Draws on Google’s index; according to Google itself, the regular Search ranking systems form the basis. Highest priority for organisations already investing in SEO.
Perplexity
Citation-first by design — every answer shows sources. Positions itself on research-oriented use. The most transparent platform for GEO measurement.
Claude — Anthropic
Growing fast in enterprise contexts. Strong at reasoning and synthesis; searches the web when a question requires current information and then cites sources. Relevant for complex, multi-step information questions in professional environments.
Gemini — Google
Integrated into Google Workspace and Android. Direct access to Google’s index. Growing importance for daily professional users.
Microsoft Copilot
Integrated into Microsoft 365 and Edge. Runs on current OpenAI models (the GPT-5 generation since 2025) combined with Bing search and, in business environments, internal Microsoft data. Relevant for enterprise environments within a Microsoft ecosystem.