The rules of discovery are being rewritten. For decades, “Googling it” was the only game in town. Today, users are turning to AI assistants like ChatGPT, Gemini, and Perplexity to find answers, recommend products, and solve problems.
If your business isn’t showing up in these AI-generated answers, you aren’t just losing traffic—you’re invisible to tomorrow’s customers.
At a recent Startup Grind London event, proudly partnered by Supreme Factory, we dove deep into this shift. We hosted Anna Maikova, Head of Marketing at Synthflow (an Accel-backed agentic AI startup), for a masterclass on Generative Engine Optimization (GEO).
Held at Second Home Spitalfields, the workshop was a “no-BS playbook” for founders looking to crack the code of AI search. If you missed it, catch the full recording below or read on for the critical insights that every tech founder needs to know.
The New Paradigm: GEO > SEO
Traditional SEO was about keywords and backlinks. GEO (Generative Engine Optimization) is about context, conversation, and credibility.
Anna emphasized that AI models don’t just match keywords; they try to “understand” entities. To rank in AI search, your brand needs to demonstrate E-E-A-T: Experience, Expertise, Authoritativeness, and Trustworthiness.
3 Steps to Get Recommended by AI
During the workshop, Anna broke down the strategy into actionable steps that go beyond basic keyword stuffing:
1. Think Like a User, Not a Search Bar
People don’t search for “best CRM” on ChatGPT. They type complex, conversational queries like: “I’m a solo founder in London looking for a CRM that automates lead follow-ups and integrates with WhatsApp. What do you recommend?”
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The Fix: Build “keyword-heavy” but conversational landing pages and FAQ libraries. Structure your content to answer specific, long-tail questions that your prospects are actually asking these models.
2. The “Competitor Alternative” Strategy
One of the highest-converting tactics shared was leveraging your competition. AI models often reference comparison articles when making recommendations.
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The Fix: Don’t shy away from your competitors. Create high-quality comparison pages (“Alternative to [Competitor]”) that honestly highlight where you excel. If you can’t beat them on brand volume yet, beat them on specific use-case relevance.
3. Consensus is King
AI models hallucinate, so they look for third-party validation to ground their answers. If your website says you’re the best, but no one else does, AI ignores you.
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The Fix: You need a digital footprint outside your own domain. Focus on getting reviews on G2 and Trustpilot, and aim for mentions in “listicles” (e.g., “Top 5 AI Tools for X”) on reputable industry blogs. AI agents read these lists to form their “opinions.”
The Toolkit
Anna didn’t just share theory; she opened up her marketing stack. Here are a few tools mentioned during the session to help you track your “AI Share of Voice”:
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Profound & PKI: For tracking how your brand appears in AI search results.
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NeuronWriter: For optimizing content structure (H1s, H2s) that LLM crawlers love.
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Semrush/Ahrefs: For traditional competitive analysis that still underpins valid data.
Watch the Full Workshop
This wasn’t just a lecture; it was a hands-on session where founders mapped their own GEO strategies in real-time. To see the full presentation and the practical exercises, watch the recording here:
Join the Movement
At Supreme Factory, we believe in mindful innovation and giving founders the unfair advantage they need to scale. Whether it’s through our venture studio, accelerator programs, or partnerships with community giants like Startup Grind, we are here to help you navigate the next wave of tech.
Don’t get left behind by the AI shift. Stay tuned for our next event, and make sure your startup is part of the conversation – both offline and inside the LLMs.
Check out more photos from the Startup Grind London event here.
