2025中国GEO行业报告：AI重塑营销，GEO如何提升品牌AI认知度

Executive Summary (执行摘要)

The rapid development of artificial intelligence technology is reshaping the global business ecosystem and marketing landscape with unprecedented force. AI is no longer just a tool for improving efficiency but is gradually evolving into a key media touchpoint and consumer decision influencer, permeating the entire user journey from awareness to purchase. With the deep application of technologies such as generative AI and large language models in scenarios like search, recommendation, and content generation, the interaction methods between brands and consumers have undergone fundamental changes. In this process, "Can AI correctly recognize and recommend my brand?" has become a new emerging proposition that every advertiser and brand must face, giving rise to GEO (Generative Engine Optimization).

人工智能技术的飞速发展正以前所未有的力度重塑全球商业生态与营销格局。AI已不仅是提升效率的工具，更逐渐演进为一种关键的媒介触点和消费决策影响者，渗透至用户从认知到购买的全链旅程。随着生成式AI、大语言模型等技术在搜索、推荐、内容生成等场景的深度应用，品牌与消费者的交互方式发生根本性变革。在这一过程中，“AI能否正确认知并推荐我的品牌”已成为每一个广告主和品牌方必须面对的新兴命题，GEO（生成式引擎优化）GEO（Generative Engine Optimization）是一种通过优化品牌信息、内容和数据，以提高生成式人工智能（如大语言模型）对品牌认知、理解和推荐准确性的技术与策略。也因此应运而生。

Report Background and Objectives (报告背景与目标)

Facing this trend, the Chinese market in 2025 has rapidly seen the emergence of a group of GEO optimization service providers focused on enhancing AI's brand recognition. They are technology-driven, attempting to help brands establish cognitive advantages and improve commercial visibility in the AI-dominated consumer interaction environment. However, the rapid development of the industry is also accompanied by numerous challenges. Currently, measurement and optimization for GEO have not yet formed scientific, unified industry standards, lacking a consensus-based indicator system and evaluation framework. Simultaneously, some practitioners exhibit short-sighted behaviors in practice, leading to issues such as "ranking manipulation, information pollution, and false dissemination." These not only reduce consumer trust in AI but also disrupt market order and damage long-term brand value. To align with market development trends, serve the practical needs of enterprises (advertisers, brands), and promote the GEO industry towards a transparent, scientific, and healthy sustainable development path, under the guidance of the China Association of Advertising, the AI Marketing Application Working Committee of the China Association of Advertising specially commissioned Minglue Technology Group to organize and compile the "2025 China GEO Industry Development Report." This report aims to propose evidence-based AI recognition measurement and optimization methods, construct a scientific indicator system, and advocate for the establishment of action norms that align with the common interests of the industry through systematic analysis of the current market AI development situation, the mechanisms of AI brand recognition, and the GEO ecosystem.

面对这一趋势，2025年中国市场快速涌现出一批专注于提升AI对品牌认知的GEO优化服务商，它们以技术为驱动，试图帮助品牌在AI主导的消费者交互环境中建立认知优势、提升商业可见性。然而，行业的快速发展亦伴随着诸多挑战。目前，针对GEO的测量与优化尚未形成科学、统一的行业标准，缺乏共识性的指标体系与评估框架。同时，部分从业主体在实践过程中存在急功近利的行为，导致“刷排名、信息污染、虚假传播”等乱象滋生，不仅降低消费者对AI的信任度，更扰乱了市场秩序、损害品牌长期价值。为顺应市场发展趋势、服务于企业（广告主、品牌方）的切实需求，同时推动GEO行业走向透明、科学、健康的可持续发展道路，在中国商务广告协会指导下，中国商业广告协会AI营销应用工作委员会中国商业广告协会下属的专门委员会，负责推动人工智能在营销领域的应用、标准制定和行业协作。特别委托明略科技集团，组织编撰《2025年中国GEO行业发展报告》。本报告旨在通过系统分析当前市场AI发展情况、AI认知品牌的机制、GEO生态，提出基于实证的AI认知测量与优化方法，构建科学的指标体系，并倡议建立符合行业共同利益的行动规范。

Key Industry Contributors (核心行业贡献者)

According to the report, the following companies participated in GEO development discussions, contributed industry observations, and became the first batch of enterprises to advocate for China's GEO industry development standards and norms:

华润三九 (China Resources Sanjiu)
WPPMedia
宏盟媒体集团（中国）卓越技术中心 (Omnicom Media Group (China) Excellence Technology Center)
阳狮集团 (Publicis Groupe)
电通 (Dentsu)
微博 (Weibo)
知乎 (Zhihu)
明略科技秒针系统 (Minglue Technology Miaozhen Systems)
夜莺科技 (Nightingale Technology)
新锶科技 (New Strontium Technology)
氧气科技 (Oxygen Technology)
PureblueAI清蓝 (PureblueAI Qinglan)
源易信息 (Yuanyi Information)

感谢以下公司参与GEO发展研讨、贡献行业观察，并成为中国GEO行业发展标准与规范倡议的首批企业，它们是：华润三九、WPPMedia、宏盟媒体集团（中国）卓越技术中心、阳狮集团、电通、微博、知乎、明略科技秒针系统、夜莺科技、新锶科技、氧气科技、PureblueAI清蓝、源易信息。

Report Vision and Impact (报告愿景与影响)

It is expected that through the release of this report, it will provide clear and reliable action references for GEO-related brands, technical service providers, media platforms, and researchers, jointly building a healthy, trustworthy, and efficient AI marketing environment and laying a scientific foundation for China's GEO industry.

我们期望，通过本报告的发布，能够为GEO相关的品牌方、技术服务商、媒体平台及研究者提供清晰、可靠的行动参考，共同构建健康、可信、高效的AI营销环境，为中国GEO行业奠定科学基础。

Frequently Asked Questions (常见问题)

什么是GEO（生成式引擎优化）GEO（Generative Engine Optimization）是一种通过优化品牌信息、内容和数据，以提高生成式人工智能（如大语言模型）对品牌认知、理解和推荐准确性的技术与策略。？

GEO（Generative Engine Optimization）指通过优化品牌信息、内容与数据，提升生成式AI（如大语言模型）对品牌的认知、理解与推荐准确性的技术与策略。它旨在确保品牌在AI驱动的交互环境中被正确识别和呈现。
《2025年中国GEO行业发展报告》的主要目标是什么？

该报告旨在系统分析AI市场发展、AI认知品牌机制及GEO生态，提出基于实证的测量与优化方法，构建科学指标体系，并倡议行业行动规范，以推动GEO行业透明、科学、健康发展。
当前中国GEO行业面临哪些主要挑战？

主要挑战包括：缺乏统一的行业标准与评估框架；存在“刷排名、信息污染”等乱象；消费者对AI信任度可能受损；市场秩序需规范以保护品牌长期价值。
哪些机构参与了本报告的编撰与倡议？

报告在中国商务广告协会指导下，由中国商业广告协会AI营销应用工作委员会中国商业广告协会下属的专门委员会，负责推动人工智能在营销领域的应用、标准制定和行业协作。委托明略科技集团编撰，并得到华润三九、WPPMedia、阳狮集团、微博、知乎等13家企业的参与支持。
GEO优化对品牌营销有何实际意义？

GEO优化帮助品牌在AI主导的消费者旅程（如搜索、推荐）中建立认知优势，提升商业可见性，确保AI准确传递品牌信息，从而增强营销效果与用户信任。

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