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Mastering AI Visibility: How Marketing Managers are Currently Redefining Their Roles

Fabian Jaeckert

Listeners

What impact does the rise of AI systems have on the marketing profession? In our consulting projects, we observe a clear trend:

Marketing managers are starting to build new competencies – and redefine their role. They are becoming coordinators for AI visibility within their companies.

In our podcast, we discuss the patterns we observe in companies, the pitfalls that arise, and how marketing teams are gradually developing their skills in AI Visibility.

We are talking about GEO – Generative Engine Optimization here. Similar terms like GAIO or AEO are also widely used currently. They all describe the new field of AI optimization.

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Who Initiates the Topic of AI Visibility?

Bottom-up

In many projects, we see that marketing managers take the first step. Sometimes it’s digital marketing managers, sometimes SEO specialists, but also those from media and affiliate marketing. They realize that classic SEO or content competencies are no longer sufficient. This unease leads them to start testing AI systems to see if and how their company appears in responses. This bottom-up impulse is often the starting point for a new role: they become points of contact for AI Visibility, long before it is officially defined.

Top-down

Just as often, we experience the opposite movement. A manager opens ChatGPT, asks a simple customer question – and discovers that their own company is not mentioned there. From this moment, expectations change. The question “Why aren’t we in there?” lands directly with the teams. Marketing is asked how AI responses are generated, who in the company is responsible for it, and what measures are necessary. This top-down impulse creates immediate pressure to act.

New GEO Skills for Marketing Professionals

Strategy

  • Understand AI Systems
  • Analyze AI Responses
  • Derive AI Customer Journey
  • Set up GEO/GAIO Tool
  • Develop Prompt Methodology
  • Evaluate Prompt Responses

Actions

  • Develop Action Plan
  • Revise Website Content
  • If necessary, Create New Content
  • Brief Technical Optimizations
  • Analyze External AI Sources
  • Optimize AI Sources

Communication

  • Set up Specific Project
  • Assume Project Coordination
  • Document Actions
  • Clarify Responsibilities
  • Report AI Successes Internally
  • Communicate Updates & Change

Our Academy: AI Training for Marketing

SEO Berater Fabian Jaeckert im Gespräch mit IT-Team wegen hreflang

For about 15 years, we, Fabian Jaeckert and Benjamin O’Daniel, have been working in the SEO industry. Our approach has always been: We empower marketing professionals. Our goal is for marketing to understand strategies and measures themselves – and then decide what exactly needs to be outsourced and what can be effectively managed in-house.

We also pursue this approach in our Academy. Here, we discuss how companies improve their AI visibility, using examples from our members. From tool selection to strategies and measures.

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Fabian Jaeckert
SEO and GEO expert Fabian Jaeckert is responsible for all strategic topics and technical aspects. He analyzes Google rankings and AI results, develops keyword and prompt strategies, reviews technical website requirements, and develops data analysis software in AI. He first became involved in search engine optimization in 2004, when he was still a student working for one of Germany's first SEO agencies. After completing his studies, he started his own business as an online marketing consultant specializing in SEO and SEA. Since the launch of ChatGPT, he has been working intensively on visibility in AI systems, also known as GEO or LLMO.