How Brands Track Their AI Presence and Apply GEO
Juliana Rosso Frediano explains how First Answer works and the transition from traditional SEO to AI models.
Juliana Rosso Frediano, CMO of First Answer, details how brand monitoring in AI models works and how to apply GEO. She explains the value of consultative prompts and how much of traditional SEO is repurposed.
Juliana Rosso Frediano, CMO of First Answer, explained in a conversation with Bruno Gimenes on Marketing - The Podcast how brand monitoring works across artificial intelligence engines and the consolidation of GEO (Generative Engine Optimization) as a market category.
In the video above, Frediano provides context on the startup's founding and details the diagnostics and action dynamics for companies looking to manage their mentions across generative language models.
The creation of First Answer and diagnosing AI presence
First Answer emerged from a need identified by founders Johanna and Rodrigo when they noticed their company's absence in Google's AI Mode. Frediano reports that the company has been operating for a year and eight months, has already raised an investment round, and has reached financial break-even.
The tool developed monitors brand presence across eight AI models, including ChatGPT, Perplexity, and Grok. "We have a tool that monitors brands within AIs and shows where you stand in relation to your competitors; it shows—you know—it includes sentiment analysis because you might be getting cited a lot, but negatively, so citations aren't necessarily good, which is why there's sentiment analysis," Frediano explains.
The analysis varies according to the nuances of each answer engine. In the case of Perplexity, for instance, the algorithm prioritizes video content, requiring a strategy tailored to YouTube. Frediano highlights market data indicating that more than 57% of the Brazilian population already makes purchases by consulting artificial intelligence tools.
Prompt engineering and a consultative approach
Beyond automated monitoring, Frediano points out that strategically defining registered terms is the tool's key differentiator for clients such as Claro, Sem Parar, ClickBus, Evino, and Afya.
"A major differentiator and something other tools don't do is that we offer consultative work to understand which prompts make sense for your brand to monitor," Frediano states. The strategy requires understanding the specific attributes the company wants to anchor in AI, such as usability, relevance, or specific categories for sub-brands.
The continuity of SEO in the era of GEO
Discussing the impact of artificial intelligence on prior marketing investments, Frediano refutes the notion of completely replacing previous disciplines. For her, technological evolution adds layers rather than invalidating past indexing efforts.
"60 to 70% of everything that was already done to improve SEO is leveraged in GEO," Frediano highlights, reinforcing that technically optimized websites, blogs, and text and video content production remain the foundation for indexing across large language models.