Andy Gersberg – The Rise of GEO: Get Found by ChatGPT... Adapting to Win in the Age of AI

In this episode of The Builders, I sit down with Andy Gersberg, co-founder of Bracket, to unpack how businesses can not only survive but thrive during massive tech shifts—like the one AI is bringing right now.

We talk about what it means to adapt, drawing on Andy’s journey from building Flash websites to pioneering what he calls GEO (Generative Engine Optimization)—a next-gen evolution of SEO tailored for AI-first platforms like ChatGPT.

Andy shares how his agency is helping clients get found by AI, not just traditional search engines. It’s a fascinating look at where digital strategy is headed and what builders like us can do to stay visible, nimble, and resilient.

 Key Takeaways:

• Adaptability is survival: Just like the Flash-to-HTML5 transition, businesses must shift fast to meet new demands.
• GEO is the new SEO: If your content isn’t being picked up by AI models, you’re missing the biggest search funnel of the future.
• Think like AI: Create content that answers specific questions—structured data and LLM-ready formats help AI find you.
• AI is a copilot, not a threat: Use AI to elevate your offerings and scale what your team can do.
• Build infrastructure for the future: From firewalls to content strategy, ensure your site is AI-accessible and ready for the next wave.

Whether you’re building a solo business or scaling a full-blown agency, this episode is packed with insights on how to evolve before you’re forced to.

So grab that coffee, and let’s dive into the nuts and bolts of future-proofing your business.