AI Assistants and GEO Redefine Client Discovery for Marketing Firms
AI search tools are transforming how media and marketing businesses connect with potential clients. Big Talk Entertainment's recent experience highlights the growing importance of optimizing for AI-driven searches.
Key Facts
- AI assistants generated 28 sessions for Big Talk in 2026, highlighting a new client discovery channel.
- Google search traffic rose 67%, indicating traditional methods still play a vital role in visibility.
- Direct traffic increased 87%, suggesting stronger brand recall and reputation among potential clients.
- GEO practices are essential; businesses must adapt to AI tools to maintain competitive positioning.
- The dual approach of GEO and SEO reflects a strategic shift in how agencies attract and retain clients.
Summary
Summary
Big Talk Entertainment, a Cape Town-based entertainment agency, faced challenges in being discovered by potential clients through AI tools. By implementing Generative Engine Optimisation (GEO) in collaboration with IMS, they improved their online visibility, resulting in 28 website sessions from AI assistants between February and July 2026, a significant increase from none in the same period in 2025.
Background
Big Talk Entertainment operates in the entertainment industry, focusing on providing services related to event planning and production. Prior to the deployment of GEO, the agency struggled with online visibility, particularly in being discovered by clients using AI tools for research.
Challenge
The primary challenge was the lack of visibility from AI assistants, which were becoming a new channel for clients to discover agencies, publishers, and creative partners. Big Talk Entertainment needed to enhance its online presence to ensure it could be found by potential clients using these tools.
Solution
IMS worked with Big Talk Entertainment to implement GEO, which involved improving the website's technical foundations and rewriting content to answer common customer questions. This included clearly defining services, showcasing case studies, and maintaining consistent business details across various platforms to enhance AI discoverability.
Results
Between February and July 2026, Big Talk Entertainment recorded 28 website sessions from AI assistants, compared to none during the same period in 2025. Additionally, new visitors from Google search increased by 67%, and direct visits to the website rose by 87%. These metrics indicate a positive shift in how clients are discovering the agency.
Key Insights
The emergence of AI tools as a discovery channel highlights the need for media and marketing businesses to adapt their online strategies. Implementing GEO can enhance visibility and attract new clients, but businesses should ensure that all claims about their services are accurate and verifiable.
Customer Testimonial
“A few years ago, nobody asked ChatGPT to recommend a band for their wedding. Now many people do. We are not walking away from the channels that have always worked for us, but we’d be foolish to ignore a new one that’s starting to send us business leads.” — Deon Schlebusch, Managing Director of Big Talk Entertainment.
Entities Mentioned
Companies
Products
Technologies
People
Organizations
Key Concepts
Definitions
- Generative Engine Optimisation (GEO)
- GEO is the practice of making a business easier for AI tools to find and recommend, focusing on being the answer an AI tool provides.
- AI assistants
- AI assistants are tools that help users discover information and services, increasingly becoming a channel for businesses to gain visibility.
- SEO
- Search Engine Optimisation (SEO) is the practice of improving a website's ranking on search engines like Google.
- website sessions
- Website sessions refer to the number of times users visit a website, indicating engagement and interest.
- direct visits
- Direct visits occur when users type a website's address directly into their browser, often indicating brand recognition.
Use Cases
- →Improving website visibility for AI tools
- →Using AI tools for client research
- →Combining traditional search work with AI-focused strategies
- →Enhancing website content to answer customer questions
- →Tracking analytics to measure AI-driven traffic
- →Ensuring compliance with advertising standards
Frequently Asked Questions
What is Generative Engine Optimisation?
Generative Engine Optimisation, or GEO, is a strategy aimed at making businesses more discoverable by AI tools. It focuses on being the answer that AI tools provide to user queries.
How has AI search impacted media and marketing businesses?
AI search has changed how clients and advertisers find agencies and partners, with more research beginning through AI tools rather than traditional search engines. This shift indicates a new channel for generating business leads.
What results did Big Talk Entertainment see from AI tools?
Big Talk Entertainment recorded 28 website sessions from AI assistants in 2026, a significant increase from none in 2025. This suggests that AI tools are becoming a measurable source of visitors.
What should media and marketing businesses focus on for AI visibility?
Businesses should focus on clearly explaining their services, providing verifiable case studies, and ensuring consistent information across platforms to enhance AI visibility.
What caution should businesses take regarding AI-driven results?
Businesses should be cautious about overclaiming results from AI-driven traffic, as the growth may not be solely attributed to AI work. It's important to measure and verify claims accurately.