Observed Signal · Sep 11, 2026 · Product Launch · Source: https://martechseries.com/feed/ · Impact: 3/5 · Sentiment: Positive
Azoma Explains GEO Tools for Brands Losing Search Traffic to AI
Azoma, an Agentic Commerce Optimisation platform, outlined criteria for selecting generative engine optimisation (GEO) tools, citing Adobe's August 2026 AI Traffic Trends report showing AI-referred retail visitors outperform other channels in engagement and conversion. Azoma's analysis reveals that different AI shopping agents (ChatGPT, Gemini, Sparky, etc.) cite varied source types, necessitating per-agent tracking. The company highlights its own platform's capabilities, including prompt-level tracking across major agents, citation-source analysis, and optimisation workflows. It notes that products absent from AI-generated answers are never considered for recommendation, underscoring the importance of GEO tools that both track and enable fixes. Azoma works with enterprise brands like L'Oreal, Unilever, Mars, Beiersdorf, and Reckitt.
Highlights a growing trend in AI-driven search and the need for GEO optimization, relevant for brands and AdTech ecosystem.
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Key Takeaways & Evidence Grounding
- Adobe's August 2026 AI Traffic Trends report: AI-referred retail visitors spend 59% more time on site and browse 22% more pages per visit, converting 42% better than other channels.
- Azoma analysis of millions of shopping agent citations (Q2 2026): ChatGPT cites 41% earned media/37% retailer; Gemini 41% retailer/37% earned media; Sparky 36% earned media/30% brand.com; Alexa for Shopping 73% affiliate/16% earned media.
- Azoma holds patents in AI shopping visibility monitoring and co-authored the 5 C's of Agentic Commerce framework with the Digital Shelf Institute.
- Azoma tracks visibility across ChatGPT, Gemini, AI Overviews, Perplexity, Amazon Rufus, Alexa for Shopping, and Walmart Sparky from a single platform.
- Azoma's research across 50,000 ChatGPT shopping sessions found that a product absent from an AI agent's generated results is never considered for recommendation.
- Azoma works with enterprise consumer brands including L'Oreal, Unilever, Mars, Beiersdorf, and Reckitt.
Connected Companies & Entities
6 Entities mapped“According to Adobe’s August 2026 AI Traffic Trends report, AI-referred retail visitors now spend 59% more time on site......”
“Azoma works with the enterprise consumer brands that are furthest ahead in GEO, including L’Oreal, Unilever, Mars, Beiersdorf, and Reckitt.....”
“Azoma works with the enterprise consumer brands that are furthest ahead in GEO, including L’Oreal, Unilever, Mars, Beiersdorf, and Reckitt.....”
“Azoma works with the enterprise consumer brands that are furthest ahead in GEO, including L’Oreal, Unilever, Mars, Beiersdorf, and Reckitt.....”
“Azoma works with the enterprise consumer brands that are furthest ahead in GEO, including L’Oreal, Unilever, Mars, Beiersdorf, and Reckitt.....”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Azoma Defines Agentic Commerce Optimization for AI Shopping Agents
Azoma, an Agentic Commerce Optimization platform, announced its framework for brands to gain visibility and recommendations from AI shopping agents like ChatGPT, Google Gemini, Amazon Rufus, and Walmart Sparky. Citing Harvard Business Review, Azoma highlights that Google, OpenAI, Microsoft, and Shopify have launched agentic commerce protocols, and Gartner projects 90% of B2B purchases will flow through AI agent exchanges by 2028. Azoma's analysis shows citation sources vary by agent, requiring tailored optimization strategies. The platform offers visibility tracking, citation analysis, competitive benchmarking, and optimization workflows, integrating with Salsify. It counts L'Oreal, Unilever, Mars, Beiersdorf, and Reckitt as clients. This article serves as a thought leadership piece defining the emerging category.
EU Classifies ChatGPT as Search Engine; Brands Need AI SEO/GEO Tools
On August 31, 2026, the European Commission formally designated ChatGPT a "Very Large Online Search Engine" under the Digital Services Act, placing it in the same regulatory category as Google and Bing. With over one billion weekly active users, ChatGPT's classification underscores the shift of product discovery toward AI-generated answers. Azoma, an Agentic Commerce Optimisation platform, released an analysis showing that each AI agent (ChatGPT, Gemini, Amazon Rufus, Walmart Sparky, etc.) cites different source mixes, meaning no single AI SEO or GEO strategy works everywhere. Brands are advised to adopt tools that offer prompt-level visibility tracking, citation-source analysis, competitive benchmarking, and optimization workflows for content and product data. Traditional SEO alone is insufficient because AI platforms produce synthesized recommendations before users visit brand sites. The EU decision legitimizes AI search, making AI SEO and GEO essential for brand visibility.
Brands Shift Focus to AI Search for Visibility
MarTech contributor Greg Kihlström argues that brand discovery is shifting from traditional search to AI-driven answer engines, making Generative Engine Optimization (GEO) a C-suite priority. Conductor research cited in the article finds nearly one-third of digital marketing leaders view GEO as the top performance challenge for 2026, with 97% reporting positive results from GEO efforts. Companies are reallocating budget and building GEO capabilities in-house—including structured data/schema work, API-based monitoring, publishing long-form authoritative content and prioritizing first‑party data—to remain discoverable by LLM-powered answer engines like ChatGPT and Gemini. The piece says measurement is moving from volume metrics to quality-focused KPIs (e.g., direct conversions from AI referrals, AI search market share and brand sentiment in AI outputs), and warns brands that delays may widen the gap between high-maturity and laggard organizations.
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