Creator content plays a pivotal role in how large language models (LLMs) answer user queries. But brands looking to maximize creators’ impact on their generative engine optimization (GEO) efforts may need to expand their investments in creators in ways that diverge from current strategy.

Key Question: How does creator content shape AI chatbots’ responses, and how can brands take advantage of it?

Key Stat: Five of the 10 most-cited domains across ChatGPT, Perplexity, and Google AI Mode answers are repositories of creator content.