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By Mark Pavia | Head of Media & AI, Dotted Line Agency
Over the past year, two new buzzwords have been making the rounds in marketing circles: AEO (AI Engine Optimization) and GEO (Generative Engine Optimization).
Both capture a real shift — that AI is no longer just another channel; it’s becoming the interface between people and information. But as the landscape accelerates, we need a term that connects these two ideas into a single, strategic discipline.
That term is AVO: AI Visibility Optimization.
Why AVO Matters
AI isn’t a single algorithm — it’s an ecosystem of answer engines, reasoning models, and content generators that decide what brands show up, how they’re represented, and whether they’re trusted.
- AEO focuses on discoverability: making sure AI systems can find and verify your brand.
- GEO focuses on amplification: designing content that AI chooses to surface and summarize.
Both are critical. But executives don’t run two playbooks — they need one integrated strategy.
AVO unites them.
It’s about optimizing not just for visibility, but for veracity, velocity, and value in AI-driven ecosystems.
The 3 Pillars of AI Visibility Optimization
- Data Integrity — Structure your brand data (schema, metadata, citations) so AI can verify and trust it.
- Content Context — Create narrative-rich, fact-anchored content that generative models can confidently summarize.
- Experience Intelligence — Measure and manage how your brand appears across AI interfaces — from search chats to smart assistants.
Together, these pillars make your brand discoverable, defensible, and desirable in the age of AI answers.
Why Marketers Should Care
Every generative response is now a competitive battleground.
When ChatGPT, Gemini, or Perplexity answers a customer question, your brand either appears — or disappears.
AVO helps ensure:
- Your data is accurate enough to be cited.
- Your content is structured enough to be surfaced.
- Your brand is credible enough to be trusted.
That’s the new visibility game — and it’s already underway.
From SEO to AVO
- SEO made your brand visible to search engines.
- AEO + GEO made your brand visible to AI engines.
- AVO makes you visible — and valuable — to the AI ecosystem as a whole.
It’s not just about ranking higher. It’s about earning relevance in every AI-generated moment.
The Financial Upside of AI Visibility and AVO
As AI becomes the new discovery layer, one thing is clear: brands that show up inside AI answers will grow faster than those that don’t.
At Dotted Line, we call this advantage AVO — AI Visibility Optimization.
It’s the new frontier that blends the science of AEO (AI Engine Optimization) and the art of GEO (Generative Engine Optimization) into one measurable outcome: how visible, accurate, and amplified your brand is inside AI ecosystems.
And yes — the financial impact is real.
In modeling, brands with high AVO consistently outperform those with low or inconsistent visibility — not by a few points, but by double-digit gains in organic reach, brand trust, and conversion efficiency.
The pattern is remarkably consistent:
As AVO rises, so does the compound return on every other marketing dollar — paid, owned, or earned.
Why? Because AI visibility compounds like interest.
Once your brand becomes part of the “trusted data layer” that AI engines draw from, you don’t just get found — you get preferred.
The Road Ahead
At Dotted Line, our Media + AI practice is helping brands operationalize AVO — combining structured data strategy, content engineering, and performance measurement to build lasting visibility in AI-powered ecosystems.
If your brand wants to show up beyond the search bar, AVO is where the next advantage begins.
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