Insights AI-powered platforms have displaced traditional search as the primary discovery channel: 68% of Google searches now end without a single click. Generative engines select sources based on semantic depth, entity clarity, and structural extractability — not keyword rank. GEO is an enterprisewide challenge that spans content, technology, data, brand governance, and public relations (PR), which makes cross-functional coordination essential. A phased roadmap that secures executive sponsorship and names a GEO lead is critical