New book by Rafael Rez shows how to harness the potential of AI in consumer decisions

Artificial intelligence has already changed the way people search, discover information and make purchasing decisions. Instead of browsing dozens of websites, comparing different sources and analyzing information on their own, consumers turn to answers produced by AI tools.  
 
This change has a profound impact on the customer journey and challenges companies to rethink the way they build authority and gain visibility in the digital environment. It is about this transformation that it is about GEO – Decisions influenced by AI, 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 a scenario dominated by AI.

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 intelligence. According to Rez, this behavior does not represent a break with the way the human brain works, but a natural consequence of the tendency to save cognitive effort by relying on systems capable of organizing information and presenting ready-made responses. 

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

In addition to the conceptual foundation, the work presents practical applications for companies and marketing professionals. Among the topics covered are the structuring of content with greater potential for citation by artificial intelligence, editorial frameworks, SEO techniques adapted to AI environments, good governance practices and recommendations on security and compliance. The objective is to offer a way for organizations to produce relevant content in a scenario where clicks are no longer the main indicator of success.

Another highlight of the book is the discussion on measuring results. If much of the decision-making journey takes place within artificial intelligence platforms, traditional metrics no longer tell the whole story. To respond to this challenge, Rafael Rez proposes a new evaluation model based on three pillars — presence, coverage and content base — accompanied by a continuous process of diagnosing and optimizing digital strategies. 

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

More than presenting a new face of technology, GEO – Decisions influenced by AI 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 – Decisions influenced by AI 
Authorship: Rafael Rez 
Publisher: DVS Editora 
ISBN: 978-65-5695-190-4 
Pages: 240 
Price:R$ 87.00 
Where to find: Amazon and main bookstores in Brazil