De Vette said that on one hand, AI can amplify misinformation by enabling “scalable” fake reviews, exaggerated claims and even fabricated science. But on the other hand, it’s raising the bar for transparency: “Brands and consumers are now using AI for traceability, quality validation and smarter monitoring,” he said, adding that technology is pushing companies toward greater accountability.
As more consumers turn to platforms like ChatGPT and Claude for health queries, what determines visibility is shifting. Rather than traditional SEO metrics, AI prioritizes credible, widely cited information. De Vette said earned media, such as independent editorial coverage, expert commentary and niche publications, is playing a major role. “Brand-owned content tells people what you think about yourself,” he said. “Earned media tells them what trusted sources think about you.”
This shift is also driving a move from traditional SEO to what’s increasingly referred to as “GEO,” or generative engine optimization, where visibility is defined by how often a brand appears in AI-generated answers rather than search rankings.
“You need to be able to be seen in AI tools now–it’s not enough to be in Google,” he said. “Even if you’ve got a killer SEO firm that’s placing you top page Google...that’s not the only place that people are searching for their answers anymore, especially on health. It’s such a credibility-based area.”
De Vette also warned against the “vanity trap,” where brands chase high-profile placements over meaningful influence. In an AI-driven landscape, he said smaller, specialized outlets can carry more weight than mainstream exposure, particularly when relevance and expertise align.
The rise of AI is also redefining success metrics. For large language models (LLMs), De Vette said the new benchmark is whether a brand becomes the default answer to a user’s question.
“So like, ‘why am I waking up in night sweats?’–Are you the default answer to that question? Because AI ranks those answers like trust. And if your brand isn’t the answer–then you just don’t exist.”
To hear more about GEO as well as tips on AI search presence and why visibility should come before vanity, listen to the NutraCast above or on your preferred podcast platform.
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