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a16z:在大语言模型时代,GEO 或将取代 SEO 成为品牌营销新方向

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2025-05-29 05:37:09

风险投资巨头a16z发布行业洞察:生成式引擎优化(GEO)将重塑数字营销格局



知名风险投资机构Andreessen Horowitz(a16z)近日在官方社交平台发布重磅观点,指出在ChatGPT、Perplexity和Claude等大语言模型快速普及的当下,生成式引擎优化(Generative Engine Optimization, GEO)正在崛起为数字营销新范式,逐步取代传统搜索引擎优化(SEO)的主导地位。



a16z分析认为,随着AI对话式交互成为主流,品牌可见度的游戏规则正在发生根本性转变:

• 算法主导转向内容价值主导 - 品牌成功的关键不再是通过技术手段操纵搜索排名

• AI引用成为新指标 - 被人工智能模型主动引用和推荐将成为核心KPI

• 内容塑造能力决定影响力 - 领先品牌不仅能出现在AI回应中,更能实质性地塑造这些回应的内容框架



投资者影响分析:

1. 营销科技赛道投资逻辑将转向GEO相关技术解决方案

2. 具备优质内容生产能力的品牌企业估值可能获得溢价

3. 传统SEO服务提供商面临业务转型压力

4. AI训练数据质量与品牌关联性将成为新的投资评估维度

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