New book by Rafael Rez shows how to leverage the potential of AI in consumption decisions

Artificial intelligence has already changed the way people research, discover information, and make purchasing decisions. Instead of browsing through dozens of websites, comparing different sources, and analyzing information on their own, consumers turn to the answers produced by AI tools.  
 
This change profoundly impacts the customer journey and challenges companies to rethink how they build authority and gain visibility in the digital environment. This transformation is what GEO – AI-Influenced Decisions, a new book by Rafael Rez, published by DVS Publisher.

The work proposes a reflection on the impact of artificial intelligence on the relationship between consumers, content, and brands. While clarifying how large language models (LLMs) work, the author demonstrates why understanding human behavior remains the main competitive advantage in an AI-dominated landscape.

Divided into three parts, the title brings together concepts from neuroscience, behavioral economics, marketing, and technology to explain why people are delegating decisions to artificial intelligences. According to Rez, this behavior does not represent a break with how the human brain works, but a natural consequence of the tendency to save cognitive effort by relying on systems capable of organizing information and providing ready-made answers. 

From this perspective, the author deepens the concept of Generative Engine Optimization (GEO), a discipline focused on optimizing content for AI platforms. Rather than thinking only about traditional search mechanisms, the proposal is to understand how language models select information, identify signals of authority, and decide which content will be used to formulate their responses. 

In addition to the conceptual foundation, the work presents practical applications for companies and marketing professionals. Among the topics covered are structuring content with greater potential for citation by artificial intelligences, editorial frameworks, SEO techniques adapted to AI environments, best governance practices, and recommendations on security and compliance. The goal is to provide a pathway for organizations to produce relevant content in a scenario where clicks cease to be the main indicator of success.

Another highlight of the book is the discussion on measuring results. If a large part of the decision journey takes place within artificial intelligence platforms, traditional metrics fail to tell the whole story. To address this challenge, Rafael Rez proposes a new evaluation model based on three pillars — presence, coverage, and content base — accompanied by a continuous process of diagnosis and optimization of digital strategies. 

Based on academic research, updated market data, and the author's practical experience in content and SEO projects for major brands, the work offers a reading aimed at entrepreneurs, executives, and professionals who need to understand how artificial intelligence is redefining information discovery, authority building, and decision-making.

More than presenting a new face of technology, GEO – AI-Influenced Decisions shows that, in a constantly changing environment, understanding human behavior remains the central element for building strategies capable of generating relevance and influence.

Technical sheet 

Title: GEO – AI-Influenced Decisions 
Authorship: Rafael Rez 
Publisher: DVS Editora 
ISBN: 978-65-5695-190-4 
Pages: 240 
Price:R$ 87.00 
Where to find: Amazon and major bookstores in Brazil