Author: Sara Guaglione

This week’s Media Briefing looks at the influx of GEO vendors promising publishers and brands better visibility in AI search — and why some in the industry are skeptical.

• The GEO gold rush
• Yahoo sells Engadget, AP says AI in newsroom is inevitable, and more.

Inside the GEO cottage industry

The race to show up in AI-generated summaries has sparked a new vendor boom — and not everyone is convinced it’s legit.

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Using large language models for ranking is a future bet, not a current reality at Meta. 

The company’s CFO Susan Li made the admission at the Morgan Stanley Technology, Media and Telecommunications conference in San Francisco on Wednesday (March 4). In an industry where execs routinely overstate how far along their AI transformation actually is, Li’s candor was notable.

Meta runs one of the most sophisticated content and advertising targeting systems ever built. Every time someone opens Instagram or Facebook, algorithms decide in milliseconds what they see. That system, known internally as ranking and recommendation, is the invisible engine behind the company’s $160 billion-plus annual revenue. It is also, according to Li, not yet meaningfully powered by LLMs — the same class of tech behind ChatGPT, Claude and Gemini.

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