Dentsu India expands Generative Engine Optimization practice

As AI changes how consumers discover information, evaluate brands and make decisions, dentsu India is expanding its Generative Engine Optimization (GEO) Practice to help businesses navigate a new layer of brand discovery and build stronger visibility & relevance across AI-powered experiences.

For marketers, the shift goes beyond traditional search. Consumers are increasingly using conversational AI, large language models and intelligent assistants to research products, compare options, seek recommendations and make decisions. The question for brands is no longer only where they rank, but whether they appear in the answer, how they are represented and whether they are present in the conversations shaping consideration.

Dentsu India’s integrated GEO capability brings together proprietary intelligence, ecosystem technologies, data, search and content expertise, technical optimization and measurement. It helps brands understand how AI systems interpret information about their businesses, identify gaps in visibility and representation, and prioritize actions that can strengthen their presence across AI-powered discovery.

At the core is dentsu Search Intelligence, bringing together search, content and AI-discovery intelligence to help brands understand how they are discovered and represented across traditional and generative environments. Dentsu also integrates technologies such as dentsu AI Search Suite into its solutions and workflows, combining specialist capabilities with expertise across marketing, data and technology.

The practice is building a broader ecosystem of GEO partnerships, combining dentsu’s proprietary intelligence and solutions with leading technologies and specialist capabilities to address evolving AI-discovery challenges. Rather than treating GEO as another standalone marketing tool, dentsu brings together the right combination of business expertise, data, content, search, technology and analytics based on the challenge a brand needs to solve.

A cross-disciplinary GEO task force brings together talent across business leadership, technology, data, media, search, content and analytics. The model is designed to evolve with the AI ecosystem through proprietary frameworks, diagnostic tools, data assets and AI-powered accelerators alongside external technologies, positioning GEO as a continuous capability rather than a one-time optimization exercise.

Ajay Gupte, Chief Operating Officer, South Asia, dentsu said, “AI is reshaping how people discover brands and how businesses think about visibility, relevance and growth. As new pathways of discovery emerge, brands will need greater intelligence to understand how they are being discovered and represented, and greater agility to respond as these experiences evolve. At dentsu, we are bringing together our strengths across data, technology, search, content and analytics, alongside our ecosystem partnerships, to help clients build capabilities that can evolve with this changing landscape. Our focus is to translate this emerging opportunity into meaningful, measurable value for our clients as the next generation of discovery takes shape.”

 Abhinay Bhasin, Executive Vice President – Product & Technology, dentsu India added, “AI discovery is creating a fundamentally different environment for brands, and solving for it requires more than another technology tool. It starts with the business problem and brings together the right combination of data, technology, intellectual property and expertise to address it. Our GEO Practice combines dentsu’s capabilities with leading technologies across the ecosystem, supported by business leaders, technologists, data experts and problem thinkers who can continuously adapt as AI and consumer behaviour evolve.”

The expansion builds on dentsu India’s broader investment in AI-led marketing transformation, bringing together marketing, technology, data and consulting capabilities, to help brands move from simply being searchable to being more discoverable, relevant and effectively positioned in the next generation of digital experiences.