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    • How Fintechs Can Navigate the New Frontier of AI-Driven Search


    AI-driven search has significantly altered the way people seek information – and the way brands show up in digital channels. As a result, fintechs are being challenged to navigate this new normal and enhance how their organizations are represented in AI-generated results across platforms such as ChatGPT, Perplexity, Google’s AI overviews and more. In this new landscape, Generative Engine Optimization (GEO) has become a critical imperative.

    To succeed, fintechs must rethink their strategies and adapt to the new search paradigm. Some best practices include conducting a comprehensive GEO audit, prioritizing earned media and sharing proprietary data.  

    Know where you stand
    In order for brands to effectively improve GEO, fintechs must first understand how they appear across relevant AI-driven platforms and compare how they’re represented against competitors. Such benchmarking enables a solid foundation for improvement and more informed content strategies.

    For example, William Mills Agency offers an AI Search Optimization Audit Service that delivers valuable insights and practical steps to strengthen brand discoverability. We analyze how a fintech’s brand appears across the most widely used AI search tools and then provide actionable recommendations to strengthen digital positioning.

    Emphasize earned media
    Earned media is powerful driver of visibility when it comes to AI-generated searches because these platforms prioritize credible, third-party sources when crafting responses. In fact, according to Muck Rack’s Generative Pulse study, more than 89% of links cited by AI originate from earned media. This is because earned media, unlike paid or owned sources, is considered more trustworthy and is typically easier for AI to ‘crawl.’ This makes a healthy PR program a non-negotiable for GEO success.

    Double down on original data
    Unique data is a strong differentiator in generative search. Because AI models are trained to avoid redundancy, the fintechs that can share fresh insights, whether through proprietary research, surveys or client ROI, will stand out. Such content not only increases the likelihood of a fintech being cited by AI platforms, but it also enhances the organization’s authority, helping shape how AI-driven platforms describe and recommend the brand.

    As AI-driven search continues to redefine digital discovery, fintechs have a strategic imperative to ensure they maintain and enhance visibility through effective GEO. By auditing current performance, enhancing earned media and prioritizing unique data and insights, fintech brands can strongly position themselves across relevant AI platforms, boosting awareness and relevance. Reach out to learn more about how WMA can help boost your GEO strategy.

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