Is generative engine optimization (GEO) or AI search optimization really a thing?

Recently, my boss asked me to do generative engine optimization (GEO) or AI search optimization for our website. I did some research and started scratching my head: * From what I've researched, it seems to overlap heavily with traditional SEO principles (focusing on user intent, valuable content, etc.) * Yet, there's this growing narrative that GEO is somehow different or "the future of search" * People may be searching on Perplexity/ChatGPT/Gemini, but as I understood it they're still based on the results from the search engine behind them. So does this really require a whole new optimization approach? Has anyone here actually implemented GEO/AI search optimization? What's your take on this? 1. What specific strategies did you use that differ from traditional SEO? 2. Did you see any measurable results? 3. Is GEO just rebranded SEO best practices with an AI twist? Thanks in advance for any potential insights you share!