Publishers are finding a new way to earn revenue as artificial intelligence changes how people search online. Instead of only selling banner ads, sponsored posts or traditional media packages, some publishers are now helping brands appear more clearly in answers created by AI platforms.

These services are often linked to Generative Engine Optimization, also known as GEO. Publishers study how AI tools describe a company, which websites they use as references and whether the answers match the brand’s intended message. Some publishers then create trusted articles, videos and branded content to fill information gaps and improve the brand’s chances of being mentioned in future AI answers.

This does not necessarily mean that brands can directly buy a guaranteed place inside an AI response. Instead, publishers are selling their authority, content knowledge and understanding of how AI systems collect information.

The change comes as more users receive complete answers without clicking traditional search results. A business might perform well on Google but remain almost invisible on AI platforms. In other cases, an AI answer may describe a company incorrectly or highlight information that does not match its current position.

For marketers, this means SEO is no longer limited to website rankings. Brands may also need to monitor how often they appear in AI-generated answers, what information is shared about them and which sources influence those answers. Since AI responses can change across platforms, prompts and different times, a single visibility check may not provide a complete picture.

The growing market also raises questions about transparency. Publishers and brands will need to clearly separate useful information from paid influence to protect audience trust.

For digital marketing agencies, this creates a new service opportunity. AI visibility audits, authoritative content, digital PR, website optimization and consistent brand messaging could become important parts of future marketing strategies.