Microsoft Clarity has updated its analytics platform to separate AI citations into branded and non-branded queries. This critical distinction enables business owners to measure true AI discovery and evaluate their Generative Engine Optimization (GEO) efforts.

Consumer search habits are rapidly shifting toward conversational tools like ChatGPT, Perplexity, and Google AI Overviews, yet traditional analytics platforms fail to track this new customer journey. This disconnect leaves brands facing a growing attribution gap as AI heavily influences purchases offline and behind the scenes. To maintain visibility, small and local businesses must shift focus from old-school click tracking toward Generative Engine Optimization (GEO) and citation building.

In a revealing Search Engine Journal interview, search veteran Kris Jones highlights 'synthesis' as the key driver behind AI brand recommendations. Jones explains how tools like ChatGPT, Perplexity, and Google AI Overviews decide who gets recommended and how small businesses can capture those high-converting AI citations.

Google is facing a class action lawsuit over allegations that it used books from various publishers to train its Gemini AI without permission, raising concerns about the ethics of AI training data and its potential impact on the publishing industry.