For over twenty years, visibility in search engines has been marked by two major strategies: SEO (Search Engine Optimization), which seeks to position organically, and SEM (Search Engine Marketing), which does so through advertising investment. However, the emergence of Artificial Intelligence is transforming this landscape and giving rise to GEO (Generative Engine Optimization), a new discipline that redefines how information is accessed online. Contrary to popular belief, SEO did not originate with Google. Before this giant captured over 90% of the market, optimization techniques existed for search engines like Lycos or AltaVista. Nevertheless, Google's dominance and the constant evolution of its algorithm have made SEO a complex and ever-changing discipline. Traditional SEO is based on optimizing websites for better positioning by search engines. Factors such as internal links, original content, tags, loading speed, and HTTPS security influence ranking. Additionally, the strategic use of keywords has been fundamental, especially in digital journalism, where repeating relevant terms in headlines and texts can make a difference in a news story's visibility. However, this practice can lead to sacrificing journalistic quality in favor of optimization. The complexity of SEO has led to the emergence of specialists, whose work can determine a website's success or failure. But the arrival of AI is changing the rules of the game. Tools like ChatGPT, Gemini, Perplexity, or Claude are altering search habits, especially among young people: according to a recent study, 61% of Generation Z and 53% of millennials now prefer these AI solutions over traditional search engines. Queries, once brief, are now longer and more detailed, and the interaction time with AI is greater. This change has profound implications. Now, for AI to recognize and utilize content, it is no longer enough to repeat keywords: information must be structured clearly, with lists, data, FAQs, and accessible language. AI not only links but also synthesizes and mixes information from various sources, presenting it as its own even while citing origins. In this context, concepts like E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) gain relevance. Google already applied these criteria to evaluate the quality of results, but AI has enhanced them, valuing the author's experience and reputation, as well as the reliability of cited sources. The economic impact is also notable. Media outlets are losing traffic, as AI directly answers queries without the need for users to visit the original website. This can affect the credibility and monetization of content and poses risks of misinformation, as AI may misinterpret or decontextualize information, losing control over the narrative. In this new scenario, success is no longer measured solely by the number of visits but by how often AI references a website's content. Companies are now looking to position themselves in AI-generated responses, even if users do not directly access their site. Therefore, many are investing in experts and GEO tools to complement their SEO strategies. According to Dimension Market Research, the GEO market is expected to reach $33.6 billion by 2034, compared to the $848 million projected for 2025, with an annual growth rate of 50.5%. The influence of AI on digital visibility is already undeniable.