Millions of people are using AI tools to search—so what does that mean for search engines? On this week’s podcast, Paul and Rich dive into (the questionably named) “GEO,” or Generative Engine Optimization. After an overview of Google’s classic model, they explore the ways AI is currently upending the search world, and speculate about what might emerge in the years to come. If LLMs cannibalize all the content on the web, what will be left to search in the future?