Benjamin Houy has discontinued Lorelight, a generative engine optimization (GEO) platform aimed at monitoring brand visibility across ChatGPT, Claude, and Perplexity, after determining that most brands do not require a specialized tool for AI search visibility. Houy observed that, upon examining hundreds of AI-generated answers, the brands most frequently mentioned possess common attributes: high-quality content, recognition in authoritative publications, a strong reputation, and authentic expertise. He asserts: “There’s no such thing as ‘GEO strategy’ or ‘AI optimization’ separate from brand building…The AI models are trained on the same content that builds your brand everywhere else. ” In a blog post, Houy elaborated that although customers appreciated Lorelight’s insights, many discontinued use because the data did not prompt changes in their strategies. He believes users focused on fundamental tactics regardless of GEO dashboard availability. Houy contends that GEO tracking is more effective as one signal within broader SEO platforms than as a standalone product. He highlights how traditional SEO tools are integrating AI-style visibility indicators into existing features rather than establishing a distinct category. Debate Snapshot: Perspectives from Both Sides Reactions reveal a clear division among marketers regarding “AI search. ” Some SEO experts welcomed the return to basics emphasis, while others cited instances where assistant referrals appear significant. Notable responses include: - Lily Ray: “Thank you for being honest and for sharing this publicly. The industry needs to hear this loud and clear. ” - Randall Choh: “I beg to differ.

It’s a growing metric…LLM searches usually have better search intents that lead to higher conversions. ” - Karl McCarthy: “You’re right that quality content + authoritative mentions + reputation is what works…That’s not a tool. It’s a network. ” - Nikki Pilkington raised concerns about consumer fairness related to shutting down a product and whether prior GEO-promotional materials should be updated or removed. These views encapsulate the industry’s tension: some consider AI search a new performance channel worthy of measurement, while others see consistent brand signals driving results across SEO, PR, and AI assistants alike. Related: Stop Trying To Make GEO Happen How “AI Search Visibility” Is Measured Because assistants operate differently than traditional web search, measurement remains inconsistent. Assistants present brands primarily in two ways: by citing and linking sources directly in their answers, and by steering users toward familiar web results. Referral tracking may occur via direct links, copy-pasted content, or branded search follow-ups. Attribution is complicated as not all assistants relay clear referrers. Teams often rely on combining UTM tagging on shared links with branded search lift, direct traffic spikes, and assisted conversion reports to estimate “LLM influence. ” This patchwork approach makes case studies compelling but difficult to generalize. Why This Matters The key question is whether AI search requires its own optimization framework or chiefly benefits from existing brand signals. If Houy is right, standalone GEO tools might yield engaging dashboards that rarely impact strategic decisions. Conversely, if proponents are correct, neglecting assistant visibility could lead to missed opportunities between traditional search and LLM-referred traffic. What’s Next SEO platforms will likely continue integrating “AI visibility” into existing analytics rather than launching separate categories. The safest strategy for businesses is to maintain core brand-building efforts favored by AI assistants while experimenting with assistant-specific metrics where they promise the greatest returns. Read also: Why You Should Be Focusing On Brand Marketing Right Now