What is GXO?
GXO, or Generative Experience Optimisation, is the process of optimising a website’s content and technical data to improve its visibility in responses generated by artificial intelligence (LLM), such as ChatGPT, Google Gemini or Perplexity. Brands are increasingly ensuring that their products are ‘woven into the conversation’ when a user asks AI for a purchase recommendation. GXO focuses on ensuring that AI algorithms are not only able to index the offer, but above all to recommend it as the best solution to the user’s problem.
In the ecosystem of services aimed at improving visibility in AI Search, GXO is a key element of the broader AISO (AI Search Optimisation) strategy. While traditional SEO focused on search engine rankings, GEO (Generative Engine Optimisation), according to Google’s narrative, focuses on artificial intelligence results directly in Google through AIO (AI Overviews) and AI Mode, and AISO ensures brand presence wherever answers are synthesised in real time (both on Google and beyond: in ChatGPT, Gemini, Perplexity, Grok, Cloude, Copilot).
Best practices in GXO
To effectively implement the GXO strategy, it is necessary to focus on several pillars. First, it is crucial to provide accurate structured data that makes it easier for AI to ‘understand’ the offer. Secondly, User-Generated Content (UGC) is of great importance – opinions and reviews on social media are an important source of trends for LLM models (Reddit, Quora, YouTube). Thirdly, it is worth focusing on expert content that builds brand credibility in artificial intelligence knowledge bases.
Do you want your brand to become the first choice for AI assistants? Learn more about how we work and check out the full AISO offer at Delante.
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