Eps.91 | The zero-click era: how generative AI is rewriting B2B discovery, with Bex Howie

Episode notes

By the time a B2B buyer lands on your site, the shortlist is already drawn up. Generative engine optimisation, or GEO, is changing how B2B buyers find and evaluate vendors, often before they ever visit a website. AI engines are quietly deciding which brands they feel safe recommending, and most enterprise marketing teams have no real visibility into where they stand. In this episode, Taryn Breetzke sits down with Bex Howie, Strategy Director at Gilroy, the agency behind LumusIQ. Bex unpacks why the GEO market jumped to measurement before anyone understood the mechanism, what AI is actually looking for when it builds a shortlist, and why most enterprise content is making brands less visible rather than more. Four takeaways Confidence, not ranking, decides AI shortlists. That confidence comes from third-party signals and consistent external mentions, not just your website. Volume metrics are giving way to influence metrics. Traffic is down and engagement is up. The visitors who do click through are more qualified because the research now happens inside LLMs. AI rewards new thinking. Generative engines favour original opinions, fresh data and SME-backed analysis.

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