Artificial intelligence has already changed the way people search for and discover information and make purchasing decisions. Instead of browsing dozens of websites, comparing different sources and analysing information themselves, consumers are turning to 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 the subject of GEO – Decisions Influenced by AI, a new book by Rafael Rez, published by DVS Editora.
The book reflects on the impact of artificial intelligence on the relationship between consumers, content and brands. While explaining how large language models (LLMs) work, the author demonstrates why understanding human behaviour remains the main competitive advantage in a scenario dominated by AI.
Divided into three parts, the book brings together concepts from neuroscience, behavioural economics, marketing and technology to explain why people are delegating decisions to artificial intelligence systems. According to Rez, this behaviour does not represent a departure from the way the human brain works, but rather a natural consequence of the tendency to save cognitive effort by relying on systems capable of organising information and presenting ready-made answers.
From this perspective, the author explores the concept of Generative Engine Optimisation (GEO) in greater depth, a discipline focused on optimising content for AI platforms. Rather than 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 its conceptual foundation, the book presents practical applications for companies and marketing professionals. Topics covered include structuring content with greater potential for citation by artificial intelligence systems, editorial frameworks, SEO techniques adapted to AI environments, good governance practices, and recommendations on security and compliance. The aim is to provide a path for organisations to produce relevant content in a scenario where clicks are no longer the main indicator of success.
Another highlight of the book is its discussion of results measurement. If a significant part of the decision-making journey takes place within artificial intelligence platforms, traditional metrics no longer 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 diagnosing and optimising 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 book offers reading aimed at business owners, 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 – Decisions Influenced by AI shows that, in an ever-changing environment, understanding human behaviour remains the central element in building strategies capable of generating relevance and influence.
Technical details
Title: GEO – Decisions Influenced by AI
Author: Rafael Rez
Publisher: DVS Editora
ISBN: 978-65-5695-190-4
Pages: 240
Price: R$ 87.00
Where to find it: Amazon and leading bookshops in Brazil
