Walgreens: Generative Engine Optimization (GEO)
Content strategy innovation for the AI era
As AI-driven discovery begins reshaping how consumers find and interact with brands, companies face a new challenge: generative engines are increasingly acting as intermediaries between users and owned content. Recognizing that traditional SEO practices are no longer sufficient in an era where AI creates answers rather than leaving users to sort though search results, I saw an opportunity to establish a new strategic discipline.