from seo to geo: the pedagogical imperative for integrating generative engine optimization into marketing education

The rapid rise of generative artificial intelligence (GenAI) is transforming how consumers access information, creating new challenges for marketing education. While Search Engine Optimization (SEO) is well established in curricula, the emergence of Generative Engine Optimization (GEO), optimizing content for AI-driven platforms such as ChatGPT, represents an urgent but underexplored pedagogical frontier. This study draws on interviews with 16 marketing practitioners across diverse sectors and triangulates their insights with Google Trends and job market data to examine GEO adoption patterns, the evolution of terminology, and implications for marketing education. Four themes emerged: (1) terminology convergence amid conceptual fluidity, (2) industry recognition of student readiness gaps, (3) implementation challenges and measurement uncertainty, and (4) specific recommendations for curriculum integration. Guided by the Transformative Marketing Education framework and the principles of curriculum agility, the study proposes a three-tier integration model to embed GEO concepts across digital, performance, and AI marketing courses. Findings indicate that GEO should complement rather than replace SEO. To support rapid classroom adoption, Appendix B provides ready-to-use assignments aligned with each tier.