Azoma, the Agentic Commerce Optimisation platform that helps brands drive revenue through AI shopping agents like ChatGPT, Google Gemini, Amazon Rufus and Walmart Sparky, has set out what brands should look for in generative engine optimisation (GEO) tools, as new data confirms AI-referred traffic to retail sites is outperforming every other digital channel.
According to Adobe's August 2026 AI Traffic Trends report, AI-referred retail visitors now spend 59% more time on site than visitors from other channels and browse 22% more pages per visit, both record highs. AI visitors convert 42% better than traffic from paid search, email and other traditional channels. Brands losing organic search traffic are seeing it move to a channel that performs better, and generative engine optimisation is the discipline built to capture it.
Generative engine optimisation (GEO) is the practice of optimising brand information, content and product data so AI platforms discover, understand and recommend a brand's products. Also referred to as AI SEO or answer engine optimisation (AEO).
The traffic shift is real, and the data suggests it should be treated as a reallocation rather than a loss. AI-referred visitors convert at higher quality metrics than traditional search traffic, so brands seeing organic search decline are seeing that traffic move to a channel they may not yet be optimised for. GEO tools address this by tracking and improving how a brand appears inside AI-generated answers.
Each AI agent cites a different balance of sources, so tracking them in isolation gives an incomplete picture. Azoma analysis of millions of shopping agent citations in Q2 2026 shows ChatGPT 41% earned media and 37% retailer, Gemini 41% retailer and 37% earned media, Sparky 36% earned media and 30% brand.com, Alexa for Shopping 73% affiliate and 16% earned media. There is no single GEO strategy that works across all AI agents. Brands need tools that track and optimise per agent.
The GEO category is new, and Azoma has been at the centre of defining it. Azoma holds patents in AI shopping visibility monitoring technology, co-authored the industry's first measurement framework for generative engine optimisation - the 5 C's of Agentic Commerce, with the Digital Shelf Institute - and published the first large-scale analysis of which sources AI shopping agents cite when recommending products.
Azoma works with enterprise consumer brands including L'Oreal, Unilever, Mars, Beiersdorf, and Reckitt, providing prompt-level visibility tracking, citation-source analysis, competitive benchmarking and content and product-data optimisation workflows across ChatGPT, Gemini, AI Overviews, Perplexity, Amazon Rufus, Alexa for Shopping and Walmart Sparky.
Azoma monitors AI-referred visibility alongside agent-level prompt tracking, so teams can see where AI traffic is coming from and how to strengthen it. Enterprise teams need to monitor many products, categories, markets and AI agents at once rather than checking answers by hand. Buyers should assess cross-agent coverage, prompt-level tracking, competitive intelligence, citation-source analysis and scalable optimisation workflows.
The right GEO software depends on what it can do beyond reporting. Azoma's proprietary research across 50,000 ChatGPT shopping sessions found that a product absent from the search results an AI agent generates is never considered for recommendation, regardless of listing quality.
"Brands keep telling us their organic search traffic is falling. The data shows where it's going: AI-referred visitors who spend longer, view more pages and bounce less. That's higher-quality traffic, and it's arriving through a channel most brands aren't optimised for yet. GEO is how you capture it. The challenge is that every AI agent cites different sources, so you need to track and optimise across all of them," said Max Sinclair, Founder and CEO of Azoma.
About Azoma
Azoma is the Agentic Commerce Optimisation platform that helps brands drive revenue through AI shopping agents like Alexa for Shopping, Walmart Sparky, ChatGPT and Gemini. Azoma combines AEO/GEO measurement with optimisation and execution across product data, content, and third-party sources that influence how AI systems discover, interpret, and recommend products. Trusted by leading consumer brands including L'Oréal, Unilever, Mars, Beiersdorf, and Reckitt, Azoma is the technology layer that helps brands increase product visibility, recommendations, and sales through AI-powered shopping experiences.
