Category: In the News

In-house entertainment studios are the new social media team.

Social media consultant and author of newsletter Link in Bio Rachel Karten flagged it last week after spotting a job post: Gap is hiring a vp of development at $300,000 to $360,000, reporting to Pam Kaufman — the Paramount exec Gap poached in January to become its first chief entertainment officer, reporting directly to the CEO. Kaufman’s remit spans music, television, film, sports, gaming, film, sports, gaming, consumer products and cultural collaborations. She and whomever lands the vp role will be based in a new office on Sunset Boulevard.

But they won’t be the only ones there. Gap is also recruiting an HR manager for the entertainment and licensing division, a senior counsel for entertainment and commercial contracts alongside a senior manager of photo and video production.

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GEO is an acronym now flooding many media execs’ inboxes, as vendors fall over themselves to capitalize on the wave of interest. Short for “generative engine optimization,” a growing number of vendors are pitching their GEO services to optimize content for chatbots and AI search engines, claiming they can help brands and media companies boost their visibility in AI-generated answers.

But SEO veterans say the emerging industry around these AI visibility services may not be as revolutionary as they seem. Many GEO tactics, they note, are not all that different from traditional search optimization, though naturally there are some key distinctions.

Here are some misconceptions around GEO:

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