Print buyers are increasingly asking conversational questions of ChatGPT, Google AI Overviews, and other large language models instead of typing keywords into a search engine. That shift is changing how companies are discovered online, and according to HP's Richa Pande, it requires marketers to think beyond traditional search engine optimization. During the first Marketing Mondays session, Richa introduced the concepts of Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO), explaining how companies can improve the signals AI systems use when recommending suppliers.
Rather than starting from scratch, Richa encouraged attendees to begin with an audit of the digital assets they already have. Website copy, About Us pages, FAQ sections, LinkedIn profiles, YouTube videos, blog posts, and older articles should all accurately reflect a company's current capabilities and areas of specialization. She also recommended simplifying marketing language so AI systems—and the people using them—can quickly understand what a company does, who it serves, and the problems it solves.
Richa emphasized that credibility extends well beyond a company's own website. Large language models look across multiple sources to determine whether an organization is trustworthy and authoritative, making third-party validation increasingly important. Industry publications, customer stories, conference presentations, association websites, podcasts, and thought leadership all contribute to the broader digital reputation AI uses to build recommendations. At the same time, companies should continue strengthening the channels they directly control by publishing useful, current, and consistent content.
One practical exercise anyone can try today is asking several people to enter natural-language prompts into ChatGPT or another AI assistant—for example, "Who are the best commercial printers near me?" or "Who specializes in folding cartons?" If your company doesn't appear, Richa suggested studying who does. Look beyond the answers themselves and examine the sources AI references. Those publications, websites, and organizations often reveal where your own content strategy and public visibility could improve.
The discussion also introduced two terms marketers are hearing more frequently. AEO (Answer Engine Optimization) focuses on structuring content so AI can easily retrieve and cite it when answering specific questions. GEO (Generative Engine Optimization) takes a broader approach, helping AI understand a company's expertise, reputation, and specialization through consistent, credible signals across the web. Neither replaces SEO, Richa explained; instead, both build upon it as search becomes increasingly conversational and AI-driven.
The conversation continues during the next Marketing Mondays session, where Richa will take a deeper look at what it means to become "the company on AI's shortlist." Attendees will explore practical strategies for strengthening AI visibility, building trust across every customer touchpoint, and positioning their organizations for a future in which AI increasingly influences buying decisions. Printers can also complete the free Dscoop AI Search Survey to receive a complimentary AI Search Assessment and better understand how their business appears in today's rapidly evolving AI search landscape.
