生成式引擎优化（GEO）：机遇、滥用与行业反思

引言

近日，2026年央视3・15晚会曝光了生成式引擎优化（GEO）技术被滥用的行业乱象。部分服务商通过批量制造虚假信息、系统性“投喂”AI大模型，实现了对AI回答结果的操控，甚至让虚构产品成为AI推荐的“优品”。这一事件引发了公众对AI信息生态可信度及新兴营销技术伦理的广泛关注。

Recently, the 2026 CCTV 3·15 Gala exposed the industry chaos surrounding the misuse of Generative Engine Optimization (GEO) technology. Some service providers have achieved manipulation of AI-generated responses by mass-producing false information and systematically “feeding” large AI models, even making fictional products appear as “recommended items” in AI suggestions. This incident has sparked widespread public concern regarding the credibility of the AI information ecosystem and the ethics of emerging marketing technologies.

什么是GEO？

GEO是一种基于AI回答的营销行为，是指广告营销公司为品牌客户生产、调整内容，使相应内容更容易被AI聊天软件抓取并出现在AI的回答里，以达到增加品牌曝光度或改变AI回答的效果。伴随AI技术的逐渐成熟，GEO赛道也逐渐火热。

GEO is a marketing practice based on AI-generated responses. It involves advertising and marketing companies producing or adjusting content for brand clients to make that content more easily crawled by AI chat software and appear in its answers, thereby increasing brand exposure or altering AI responses. As AI technology matures, the GEO sector has gradually gained traction.

GEO的滥用：操控AI与虚构信息

调查显示，网络平台上从事GEO相关业务的服务商声称，用户只需支付相应费用，就能在各大主流AI大模型里，让客户的产品榜上有名，让客户的商品广告成为AI模型给出的“标准答案”。

Investigations reveal that service providers in the GEO business on online platforms claim that for a corresponding fee, they can get a client’s product listed in major mainstream large AI models, making the client’s product advertisement the “standard answer” provided by the AI model.

在一项调查中，业内人士通过网购“力擎 GEO 优化系统”，虚构了一款智能手环的信息。该系统生成并发布了十余篇宣传软文，随后在AI大模型平台咨询手环推荐时，已有两大模型在靠前位置推荐了这款虚构的产品。

In one investigation, an industry insider purchased the “Liqing GEO Optimization System” online and fabricated information about a smart wristband. The system generated and published over a dozen promotional articles. Subsequently, when consulting AI large model platforms for wristband recommendations, two major models prominently recommended this fictional product.

力擎GEO系统的运营者李总直言，GEO业务受热捧的主要原因就是它能在AI大模型里帮客户“喂料”、“投毒”，实现客户的商业目的。操控AI大模型的关键在于在各大互联网账号上“发稿”。

Mr. Li, the operator of the Liqing GEO system, stated bluntly that the main reason for the popularity of GEO services is its ability to help clients “feed” or “poison” large AI models to achieve their commercial objectives. The key to manipulating large AI models lies in “publishing articles” across various major internet accounts.

多位GEO厂商负责人向记者透露，AI所引用的内容有部分杜撰的成分，需要用户仔细甄别。其中，榜单是杜撰信息的重灾区。这些榜单可能是一些公司为了提升曝光度，进行GEO优化后的呈现。网上充斥着各种关于产品或厂商排行的榜单，这些榜单缺乏准确的事实依据，内容实为杜撰，而这些网页又会被AI抓取到。

Several GEO service provider executives revealed to reporters that some of the content cited by AI is fabricated and requires careful discernment by users. Rankings and lists are a major hotspot for fabricated information. These lists may be the result of GEO optimization by companies seeking to boost exposure. The internet is flooded with various rankings of products or manufacturers, which lack accurate factual basis and are essentially fabricated. Yet, these web pages are crawled by AI.

产业链与市场表现

产业链的发展推动智能优化赛道在二级市场有所表现。艾媒咨询研报显示，自2025年底以来，GEO概念股持续“火热”。利欧股份（002131.SZ）七天斩获4板，蓝色光标（300058.SZ）七天股价翻倍，浙文互联（600986.SH)、易点天下(301171.SZ)连续迎来涨停，成为跨年以来最热门的板块之一。预计2026年行业将迎来高速增长，同比增速达159.3%，市场规模攀升至291.7亿美元。

The development of the industry chain has driven performance in the intelligent optimization sector within the secondary market. According to an iiMedia Research report, GEO concept stocks have remained “hot” since late 2025. Leo Group (002131.SZ) gained four limit-up boards in seven days, BlueFocus (300058.SZ) saw its stock price double in seven days, while Zhewen Interconnected Technology (600986.SH) and Yeahmobi (301171.SZ) experienced consecutive limit-up gains, making it one of the hottest sectors since the turn of the year. The industry is projected to experience rapid growth in 2026, with a year-on-year growth rate of 159.3%, driving the market size up to $29.17 billion.

行业挑战与反思：垃圾信息与可信度危机

但同时，行业也逐渐意识到低品质网络语料泛滥问题。猛犸世纪总经理罗小军告诉记者，目前存在用过度包装的案例、统一话术、大规模分发的营销叙事来替代事实性描述的现象，真实内容在信息生态中显得太弱了。

However, the industry is also becoming increasingly aware of the proliferation of low-quality online corpus. Luo Xiaojun, General Manager of Mammoth Century, told reporters that there is currently a phenomenon where overly packaged cases, uniform messaging, and large-scale distributed marketing narratives replace factual descriptions. Genuine content appears too weak within the information ecosystem.

从这些垃圾信息产生的源头看，除了一些希望真实信息被AI稳定引用的大型公司，短期内还是会有一些不愿支付较高营销费用的中小型公司找到一些GEO服务公司，通过胡编乱造内容来污染大模型的信源，与大模型的规则“对抗”。

Looking at the source of this spam information, aside from some large companies that wish for their authentic information to be consistently cited by AI, in the short term, there will still be small and medium-sized enterprises unwilling to pay high marketing costs who turn to certain GEO service companies. They pollute the information sources of large models with fabricated content, essentially “gaming” the models’ rules.

羽岸吟澜整合营销轻咨询事业部总经理陈晶晶认为，GEO要回归到品牌营销的本质，打造可信的内容资产。“以后AI进一步迭代进化，能更聪明地分辨内容品质。公众也将被进一步教育，提升相应素质，能更好地识别企业GEO的内容品质和信源可信度。”

Chen Jingjing, General Manager of the Light Consulting Division at Yuanyinlan Integrated Marketing, believes that GEO must return to the essence of brand marketing by building credible content assets. “In the future, as AI further iterates and evolves, it will become smarter at discerning content quality. The public will also be further educated, improving their ability to better identify the quality of corporate GEO content and the credibility of its sources.”

未来展望：标准化与可持续性

艾媒咨询分析称，作为一个年轻的赛道，GEO行业仍面临诸多挑战，尚未进入成熟发展阶段。目前，行业标准化程度较低，效果衡量标准尚未统一，服务质量和效果主要依赖平台与服务商的自身能力，这也导致行业发展存在一定的不确定性。未来，GEO的服务模式整体是否具有可持续价值，仍有待时间检验。

iiMedia Research analysis indicates that as a young sector, the GEO industry still faces numerous challenges and has not yet entered a mature stage of development. Currently, the industry suffers from low standardization, a lack of unified effectiveness measurement criteria, and service quality and outcomes heavily reliant on the capabilities of the platforms and service providers themselves. This also introduces a degree of uncertainty into the industry’s development. In the future, whether the GEO service model as a whole possesses sustainable value remains to be tested by time.

记者郑栩彤对本文亦有贡献 (本文来自第一财经)

Reporter Zheng Xutong also contributed to this article. (This article is from Yicai.)

常见问题（FAQ）

GEO技术是什么？它如何影响AI的回答？

GEO是一种基于AI回答的营销行为，指通过生产或调整内容，使其更容易被AI抓取并出现在回答中，以增加品牌曝光或改变AI推荐结果。

GEO技术被滥用的主要表现是什么？

部分服务商通过批量制造虚假信息并“投喂”给AI大模型，操控AI回答，使虚构产品成为AI推荐的“优品”，导致虚假榜单和推荐泛滥。

GEO行业面临哪些挑战和未来方向？

行业面临垃圾信息、可信度危机等伦理挑战，凸显内容质量标准建设的紧迫性。未来需推动标准化与可持续性发展。