Kirtika Reddy, Co-founder & CEO of OptimizeGEO, tells Brian Pereira why brands need to focus their efforts on Generative Engine Optimization or GEO. Kirthiga was Facebook India & South Asia’s first employee and Managing Director.
We are moving to an agent-first media environment where personal AI agents will choose what content and ads consumers see. That would pose new challenges for marketers, in terms of media measurement. Marketers will now have to focus their search optimization efforts on Generative Engine Optimization.
How will marketers distinguish human and machine views in future? And how will this be measured in tomorrow’s AI first world?
How will content creators optimize content for AI agents?
That’s where Generative Engine Optimization, or GEO plays a role.
“We see a massive shift, where consumer behavior is changing. People are increasingly going to ChatGPT, Claude, and Perplexity, for everything from skincare advice to which enterprise solution to buy, to what’s the news of the day. When people’s behavior changes, brands need to be where people are. Otherwise, they’re forgotten by the modern consumer. And then you layer on top of that, the machines making the decisions – the machines were already in the play for over a decade, where they would surface which product they would put in front of you,” said Kirtika Reddy, CEO and founder of OptimizeGEO.
Krithiga has been at the forefront of AI, investment, and digital transformation. She was Facebook India & South Asia’s first employee and Managing Director, SoftBank Vision Fund’s first female investment partner, and has led $1B+ in AI-driven investments.
Now, at OptimizeGEO, a high-growth, venture-backed company, her mission is to help companies, brands, and products build trust, relevance and business in an LLM search-led world. Having partnered with companies in the last mega consumer behaviour shift to social and mobile, she is excited to do it again in today’s AI-first era.
She serves on the Board of Trustees, Syracuse University, and was Former Chair, Stanford Business School Management Board. She has been recognised as Fast Company’s “Most Creative People in Business” and as Fortune India’s “Most Powerful Women” among many other recognitions.
An avid runner and outdoor enthusiast, she has hiked the Mt. Everest Base Camp twice.
