Dentsu India has expanded its Generative Engine Optimization (GEO) practice, a signal that AI-powered discovery is becoming a serious planning surface for marketers rather than an experiment.
What the practice covers
The expanded unit brings together dentsu’s proprietary intelligence, ecosystem technologies, data, search and content expertise, technical optimisation and measurement. Its brief is to help brands understand how AI systems interpret their business, spot gaps in visibility and representation, and prioritise actions that strengthen presence across conversational AI, large language models and intelligent assistants.
At the core is dentsu Search Intelligence, which combines search, content and AI-discovery intelligence to assess how brands are discovered across both traditional and generative environments. Dentsu is also folding the dentsu AI Search Suite into its solutions and workflows, and building a broader GEO partnership ecosystem that mixes proprietary tools with external technologies.
A cross-disciplinary GEO task force anchors the delivery model, pulling in talent from business leadership, technology, data, media, search, content and analytics.
Why this matters for discovery
Consumers increasingly ask chatbots and AI assistants for product research and recommendations. That turns generated answers into a new kind of front door: if a brand is absent, inaccurate or unrepresented in those responses, it can lose consideration before a human ever visits a website. GEO extends the search discipline from ranking pages to shaping how AI systems cite, summarise or recommend a business.
Ajay Gupte, Chief Operating Officer, South Asia, dentsu, captured the shift:
“AI is reshaping how people discover brands and how businesses think about visibility, relevance and growth.”
The agency argues brands need intelligence to understand how they are discovered and represented, and agility to keep up as those experiences evolve.
Solving for the business problem first
Abhinay Bhasin, Executive Vice President – Product & Technology, dentsu India, stressed that AI discovery requires more than another technology tool:
“It starts with the business problem and brings together the right combination of data, technology, intellectual property and expertise to address it.”
That is a useful discipline because generative optimisation can quickly collapse into prompt-engineering checklists. Dentsu’s pitch ties the work to business leaders, technologists, data experts and problem thinkers who can adapt as AI and consumer behaviour change.
Where brands can start
- Audit how major AI assistants describe your brand across purchase-intent queries.
- Compare your visibility in generative answers with traditional search results.
- Fix the structured data, content and citation gaps that influence AI summaries.
- Measure representation over time rather than checking once.
The expansion builds on dentsu India’s broader investment in AI-led marketing transformation, bringing marketing, technology, data and consulting together to strengthen discoverability, relevance and positioning in emerging digital experiences.
Source: MediaNews4U
