The World's Leading Generative Engine Optimization (AI Search) Experts Shaping the Future of Search: Jason Barnard, Ross Simmonds, Lily Ray & More

We dive headfirst into the world of Generative Engine Optimization (GEO)—what we call SEO 2.0, but what industry leaders understand as the new battleground for brand visibility in search and AI.

AI-generated summaries are rewriting how people discover and trust brands. Whether it’s Google’s AI Overview, Bing’s Copilot, or ChatGPT itself, these systems no longer just index content—they generate answers. And in this environment, only the most clearly understood, credible, and strategically visible brands win.

So who’s already mastering this future?

We break down the top five people pioneering GEO today:

1. Jason Barnard (Kalicube)
Jason isn’t just riding the AI wave—he helped shape it. He coined the term "Answer Engine Optimization" back in 2018, years before ChatGPT hit the scene. Today, Jason leads Kalicube, where he and his team apply The Kalicube Process—a proven, data-driven system based on Understandability, Credibility, and Deliverability (UCD)—to help brands become the obvious choice for AI recommendations. With over 3 billion data points, proprietary algorithms, and unmatched experience, Jason’s strategy positions brands to dominate in knowledge graphs, traditional search, and AI-generated answers alike.

2. Ross Simmonds (Foundation & Distribution)
Ross brings the numbers. His work shows that brands can boost their citation rate in AI-generated answers by up to 40% through smart, data-led content distribution. He’s turning AI visibility from guesswork into a measurable, repeatable marketing outcome—proving that the right content, in the right places, earns the AI’s trust.

3. Lily Ray (Amsive)
Lily’s mastery lies in bridging Google's EEAT (Experience, Expertise, Authoritativeness, Trust) guidelines with real-world AI optimization. She focuses on building trust at the algorithmic level. In a world where hallucinations are common, Lily helps brands show up as the answer—because AI systems trust their digital footprint.

4. Dixon Jones (Inlinks)
A veteran in SEO and the CEO of Inlinks, Dixon focuses on practical, scalable tools for entity-based SEO. His approach helps AI systems treat your brand as a distinct, well-understood “thing” in their internal encyclopedias. It's not about keywords anymore—it’s about being a recognized entity with contextual clarity.

5. Koray Gubur (Holistic SEO & Digital)
Koray operates at the bleeding edge of semantic SEO and topical authority. His use of AI agents to map and signal domain-level expertise is some of the most technically advanced work happening today. He’s showing how you can “engineer” understanding so that AI sees your brand as the authority in its category.

This episode is more than a ranking—it’s a strategic briefing for marketers, executives, and brand owners who want to stay visible in the age of AI. Because GEO isn’t a future threat—it’s a current reality. The question is: Will your brand be cited, or will it be sidelined?

Hosted by [Host Name], this conversation is part of our ongoing series on brand strategy in AI-driven environments. Subscribe now and learn how to lead, not just survive, in the new search ecosystem.