When I first encountered the term “Generative Engine Optimization” back in early 2025, I’ll admit—I thought it was just another SEO buzzword destined to fade. But after watching ChatGPT Search, Perplexity, and Amazon’s Rufus completely reshape how consumers discover products, I realized we’re witnessing something far more profound. Traditional SEO is no longer enough. If you’re not visible in AI-generated answers, you’re essentially invisible to a massive (and growing) segment of your potential customers.
Enter Azoma AI. This London-based platform has just raised $4 million in pre-Series A funding to tackle one of digital marketing’s most pressing challenges: how do you ensure your brand appears when AI engines answer customer questions? After spending considerable time researching this platform and analyzing its capabilities against competitors, I’m convinced Azoma represents a fundamental shift in how enterprises should approach online visibility. Here’s everything you need to know.
What Is Azoma AI? Understanding the GEO Revolution
Azoma is an end-to-end Generative Engine Optimization (GEO) platform designed specifically to help brands monitor, analyze, and improve their visibility across AI-powered search engines and shopping assistants. Think of it as the SEO suite you know—but rebuilt from the ground up for the age of ChatGPT, Perplexity, Google Gemini, and Amazon Rufus.
The platform provides comprehensive tracking across multiple AI engines, identifying exactly how often your brand gets mentioned, what context surrounds those mentions, and most critically—where you’re losing visibility to competitors. But Azoma doesn’t stop at monitoring. It offers a complete workflow that automatically generates and optimizes content specifically designed for LLM (Large Language Model) consumption.
Why GEO Matters More Than You Think
Here’s a sobering statistic: According to Azoma’s own analysis of millions of ChatGPT responses, brands that don’t actively optimize for AI visibility are missing out on citation opportunities at an alarming rate. Traditional SEO techniques—keyword stuffing, meta descriptions, even backlinks—don’t guarantee your brand will be recommended when an AI assistant answers a user’s question.
The problem? AI engines don’t just crawl websites. They synthesize information from multiple sources, prioritizing content that’s structured for machine understanding, factually authoritative, and contextually relevant to user intent. That’s precisely where semantic SEO strategies intersect with GEO principles.
Watch: Max Sinclair, Azoma’s founder and former Amazon search executive, explains the shift from SEO to GEO: From SEO to GEO: Thriving in the Search Apocalypse
Core Features: What Makes Azoma Stand Out
Azoma’s enterprise dashboard showing AI visibility metrics and share of voice tracking
1. Multi-Platform AI Visibility Tracking
Azoma monitors your brand’s performance across the platforms that matter most:
- ChatGPT (OpenAI’s conversational search engine)
- Perplexity AI (the citation-heavy answer engine)
- Google Gemini (Google’s AI-powered search)
- Amazon Rufus (Amazon’s shopping assistant)
- Walmart Sparky (Walmart’s AI shopping experience)
This isn’t passive monitoring. Azoma provides real-time Share of Voice (SOV) metrics, showing you exactly how your brand stacks up against competitors in AI-generated responses. You’ll see percentage breakdowns, trending data over time, and instant alerts when your visibility drops.
2. Competitive Intelligence Dashboard
One feature I found particularly valuable is the competitor tracking capability. Azoma doesn’t just show you your performance—it reveals how your top competitors are being referenced by AI engines.
The dashboard includes:
- Citation Gap Analysis: Where competitors get mentioned and you don’t
- Mention Gap Tracking: Topics where rival brands dominate the conversation
- Topic Gap Identification: Emerging questions where nobody has established authority yet
This is gold for strategic positioning. You’re not flying blind trying to guess what works—you’re seeing actual AI citation patterns across your industry. For more on competitive analysis strategies, see our guide on SEO competitor analysis.
3. End-to-End Content Optimization Workflow
Here’s where Azoma truly shines. The platform doesn’t just tell you what’s wrong; it helps you fix it through an automated GEO workflow:
Step 1: Audit – Azoma’s technical audit tool crawls your website, identifying structured data issues, rendering problems, and content gaps that prevent AI crawlers from properly understanding your offerings.
Step 2: Generate – Based on audit findings and competitive intelligence, Azoma auto-generates optimized product descriptions, FAQ content, and category pages specifically formatted for LLM consumption.
Step 3: Deploy – Content can be exported or pushed directly to your CMS through API integrations with Shopify, Amazon, and other ecommerce platforms.
Step 4: Monitor – Track performance changes in real-time as your optimized content starts appearing in AI-generated recommendations.
This closed-loop approach is what separates Azoma from simple monitoring tools. It’s truly an optimization platform, not just an analytics dashboard. Understanding why content optimization matters provides crucial context for appreciating this workflow.
4. Enterprise-Grade Integrations
Azoma connects seamlessly with your existing marketing stack:
- Analytics Integration: Google Analytics 4 and Google Search Console connections let you correlate AI visibility with actual traffic and conversions
- Workspace Integration: Push alerts and insights directly to Slack or Microsoft Teams
- Ecommerce Platforms: Native connections to Shopify, Amazon, and Walmart for automated product data sync
- PIM Systems: API access for enterprise product information management workflows
The platform is built with SOC 2 compliance and offers Single Sign-On (SSO) via SAML or OIDC, making it viable for enterprise security requirements.
5. RegGuard™ Compliance Brain
For heavily regulated industries (supplements, healthcare, financial services), Azoma includes a proprietary RegGuard™ feature that scans all generated content against FDA/DSHEA rules and brand guidelines. Every piece of content gets a tamper-proof audit trail, giving legal teams peace of mind while marketers maintain agility.
How Azoma Compares to Alternatives
The GEO space is heating up, with several competitors vying for market share. Here’s how Azoma stacks up:
Azoma vs. Profound AI
Profound focuses heavily on AI brand visibility monitoring with support for 10+ AI engines and 400M+ prompt insights. It’s particularly strong in enterprise reporting and SOC 2 Type II compliance.
Advantage Azoma: The end-to-end content generation workflow. While Profound excels at showing you where you’re losing visibility, Azoma gives you the tools to fix it without leaving the platform.
Advantage Profound: Deeper analytics and more extensive prompt coverage. Profound’s database of AI responses is unmatched.
Azoma vs. Geneo
Geneo offers AI search optimization with a focus on SMB accessibility and transparent pricing. It provides solid tracking features at a lower price point.
Advantage Azoma: Enterprise scalability, regulatory compliance features (RegGuard™), and Amazon Rufus integration for ecommerce brands.
Advantage Geneo: More accessible pricing for smaller teams and faster onboarding.
Azoma vs. Authoritas AI Tracker
Authoritas brings traditional SEO heritage to AI tracking, making it familiar for SEO professionals transitioning to GEO strategies.
Advantage Azoma: Native ecommerce platform integrations and the automated content generation capabilities.
Advantage Authoritas: Strong foundation in traditional SEO metrics allows for unified reporting across both SEO and GEO initiatives.
If you’re exploring how AI is transforming traditional SEO practices, understanding these platform differences becomes crucial for building a comprehensive optimization strategy.
Pricing: What Does Azoma Cost?
Here’s where things get interesting (and slightly frustrating). Azoma doesn’t publish transparent pricing on their website. The pricing model is enterprise-focused and custom-quoted based on:
- Number of products/SKUs tracked
- AI platforms monitored
- Geographic markets covered
- Team size and user seats
- Integration requirements
According to third-party sources, enterprise packages typically start in the $500-$2,000+ per month range, though this is unconfirmed and likely varies significantly based on company size and needs.
Azoma offers demo consultations where their team assesses your specific use case and provides a tailored quote. For businesses serious about AI visibility—particularly enterprise ecommerce brands with large product catalogs—this makes sense. For smaller businesses or individual content creators, the lack of transparent starter pricing may be a barrier.
Pro Tip: If you’re a smaller operation looking to understand GEO fundamentals before committing to enterprise platforms, consider starting with your own technical SEO audit and content quality assessment to build a foundation.
Real-World Use Cases: Who Benefits Most from Azoma?
Ecommerce Brands on Amazon
If you sell on Amazon, Azoma’s Amazon Rufus tracking is a game-changer. Rufus is Amazon’s conversational shopping assistant, and it’s becoming a primary discovery method for millions of shoppers. Azoma shows you:
- How often your products get recommended by Rufus
- What questions trigger Rufus to suggest your products (or your competitors’)
- Content optimization opportunities to increase Rufus citations
Multiple enterprise brands including HP, eBay, Mars Wrigley, and Canadian Tire reportedly use Azoma for this exact purpose.
Watch: Mars Wrigley’s Global Search Director discusses their Azoma implementation: How Mars Wrigley Uses Azoma to Win in AI Search
D2C Brands Building Authority
Direct-to-consumer brands face unique challenges: you’re building brand awareness while competing against established names. Azoma’s competitive intelligence helps you identify content gaps—topics where neither you nor your competitors have established AI visibility yet.
This is your opportunity to create authoritative content that positions you as the answer when potential customers ask AI engines about your product category. Learn more about structuring blog content for SEO success.
Marketing Agencies Managing Multiple Clients
For agencies juggling multiple brand accounts, Azoma’s workspace integrations and white-label reporting capabilities make client management significantly easier. Push automated performance reports to client Slack channels, demonstrate tangible ROI from GEO efforts, and justify retainer fees with hard data about AI visibility improvements.
Heavily Regulated Industries
Pharmaceutical marketers, supplement brands, and financial services companies face content compliance nightmares. Azoma’s RegGuard™ feature addresses this head-on, ensuring every piece of auto-generated content adheres to regulatory requirements while maintaining optimization effectiveness.
The Downsides: What Azoma Doesn’t Do Well
No platform is perfect, and Azoma has limitations worth considering:
1. Pricing Transparency
The lack of published pricing is a significant friction point. While enterprise buyers are accustomed to custom quotes, the barrier to entry feels unnecessarily high for mid-market brands wanting to experiment with GEO.
2. Learning Curve for Non-Enterprise Users
Azoma is clearly built for enterprise workflows. Smaller teams or solopreneurs may find the feature set overwhelming, with capabilities they’ll never use factored into the cost.
3. Platform Coverage Gaps
While Azoma covers major AI engines (ChatGPT, Perplexity, Gemini, Rufus), the AI search landscape is evolving rapidly. Platforms like Claude AI, Mistral, and emerging AI assistants aren’t yet tracked comprehensively.
4. Content Generation Quality Variance
Automated content generation is powerful, but it’s not magic. The quality of AI-generated product descriptions and FAQ content varies depending on source data quality. You’ll still need human review and editing—Azoma is an accelerator, not a replacement for good content strategy. Consider pairing it with SEO copywriting best practices.
Implementing Azoma: A Strategic Roadmap
If you’re considering Azoma, here’s how to approach implementation for maximum ROI:
Phase 1: Baseline Assessment (Weeks 1-2)
- Book a demo with Azoma’s team to understand platform fit
- Conduct internal audit of current AI visibility (ask ChatGPT about your brand/products and see what comes up)
- Identify priority competitors to track (3-5 direct competitors)
- Define success metrics: Share of Voice targets, citation increase goals, traffic from AI referrals
Phase 2: Platform Setup & Integration (Weeks 3-4)
- Connect analytics (GA4, GSC) to establish baseline traffic data
- Integrate ecommerce platforms (Shopify, Amazon seller account)
- Configure team access via SSO if applicable
- Set up Slack/Teams alerts for visibility changes
- Run initial technical audit on your website
Phase 3: Content Optimization Rollout (Months 2-3)
- Start with high-priority products/pages (top revenue drivers)
- Use Azoma’s content suggestions to optimize product descriptions
- Address structured data gaps identified in technical audit
- Create FAQ content targeting common AI queries in your space
- Monitor SOV changes week-over-week
Learn more about the role of metadata in SEO optimization to maximize your technical foundation.
Phase 4: Competitive Strategy & Scaling (Month 4+)
- Analyze competitor gaps using citation and mention analysis
- Create content for identified opportunities
- Expand tracking to additional product lines or markets
- Optimize workflow automation based on what’s working
- Report ROI to stakeholders using integrated analytics
This phased approach prevents overwhelm and ensures you’re extracting value at each stage rather than trying to do everything at once.
Alternatives Worth Considering
While Azoma is impressive, it’s not the only option. Depending on your specific needs, these alternatives might be better fits:
For Budget-Conscious SMBs: Geneo
Offers solid GEO tracking at a lower price point with transparent pricing tiers. Less robust than Azoma but more accessible.
For Analytics-First Teams: Profound AI
If you prioritize deep data insights over content generation workflows, Profound’s extensive prompt database and enterprise reporting might be preferable.
For SEO Traditionalists: Authoritas AI Tracker
Bridges the gap between traditional SEO and GEO nicely, making it easier for existing SEO teams to add AI visibility tracking without completely rethinking workflows.
For DIY Marketers: Manual GEO Auditing
You can start with manual processes: regularly searching for your brand in ChatGPT, Perplexity, and Google AI Overviews, documenting results, and optimizing based on what you find. It’s time-intensive but essentially free. Understanding how to structure content for search engines provides a solid foundation for this approach.
For a comprehensive overview of available tools, check out our best SEO tools comparison for 2025.
Future-Proofing Your Brand for AI Search
Here’s the uncomfortable truth: AI-powered search isn’t a trend—it’s the future interface between consumers and information. Google’s traditional search results pages are already being supplanted by AI Overview snapshots. Amazon shoppers increasingly start conversations with Rufus rather than typing keywords. ChatGPT Search is positioning itself as a primary answer engine.
Azoma represents one approach to navigating this shift: comprehensive monitoring, competitive intelligence, and systematic optimization. Whether you choose Azoma specifically or another GEO platform, the strategic imperative remains the same: optimize for how AI engines understand and recommend content, not just how traditional search engines rank pages.
The brands that master GEO now—while the space is still emerging—will have significant advantages as AI search adoption accelerates. Those that wait will find themselves playing catch-up in an increasingly crowded field.
Understanding common SEO mistakes and how to fix them helps you avoid pitfalls that could also hurt your GEO performance.
Frequently Asked Questions
Q: What is Generative Engine Optimization (GEO)?
GEO is the practice of optimizing content and web presence specifically for AI-powered search engines and answer engines like ChatGPT, Perplexity, Google Gemini, and Amazon Rufus. Unlike traditional SEO which focuses on ranking in search results pages, GEO focuses on being cited and recommended in AI-generated responses.
Q: How much does Azoma AI cost?
Azoma uses custom enterprise pricing based on factors like the number of SKUs tracked, AI platforms monitored, and geographic markets covered. While exact pricing isn’t publicly available, industry sources suggest enterprise packages typically start around $500-$2,000+ per month. Contact Azoma directly for a personalized quote.
Q: Can small businesses use Azoma, or is it only for enterprises?
Azoma is primarily designed for enterprise ecommerce brands and larger D2C companies. Small businesses may find the pricing and feature complexity overwhelming. For smaller operations, consider starting with manual GEO audits or more accessible alternatives like Geneo before graduating to enterprise platforms.
Q: Which AI platforms does Azoma track?
Azoma monitors brand visibility across ChatGPT (OpenAI), Perplexity AI, Google Gemini, Amazon Rufus, and Walmart Sparky. The platform provides Share of Voice metrics, citation tracking, and competitive intelligence across these AI engines.
Q: How is GEO different from traditional SEO?
Traditional SEO optimizes for ranking in search engine results pages (SERPs) through factors like keywords, backlinks, and page speed. GEO optimizes for being cited, recommended, and featured in AI-generated answers through factors like structured data, factual accuracy, contextual relevance, and machine-readable content formatting. Both are important, but they require different optimization approaches.
Q: Does Azoma integrate with Google Analytics and Search Console?
Yes, Azoma offers native integrations with Google Analytics 4 (GA4) and Google Search Console (GSC), allowing you to correlate AI visibility improvements with actual traffic and conversion metrics. This helps you demonstrate ROI from GEO efforts.
Q: What is RegGuard™ and who needs it?
RegGuard™ is Azoma’s proprietary compliance feature that automatically scans generated content against FDA/DSHEA regulations and brand guidelines. It’s particularly valuable for supplement brands, pharmaceutical companies, healthcare providers, and financial services firms that face strict content compliance requirements.
Final Verdict: Is Azoma Worth It?
For enterprise ecommerce brands with substantial product catalogs and serious budget for AI visibility optimization, Azoma is an exceptional platform. The combination of comprehensive monitoring, competitive intelligence, and automated content optimization creates a powerful end-to-end workflow that no competitor fully matches.
For mid-market brands and agencies managing multiple clients, Azoma’s value proposition is strong but hinges on whether the ROI justifies the investment. If your target customers are increasingly using AI search tools, and your competitors are already optimizing for GEO, the cost becomes more justifiable.
For small businesses, solopreneurs, and content creators, Azoma is probably overkill. Start with foundational keyword research tools and content optimization practices before investing in enterprise GEO platforms.
The AI search revolution is here. Whether Azoma is your chosen solution or not, developing a GEO strategy is no longer optional—it’s essential for staying visible in the age of AI-powered discovery.
Want to learn more about optimizing your content for both traditional search and AI engines? Explore our guides on voice search SEO, mobile SEO optimization, and local SEO strategies to build a comprehensive digital visibility strategy.
Additional Resources:
- Learn about E-A-T principles for building content authority
- Advanced SEO techniques for maximum rankings
- User experience’s role in SEO performance
- Complete SEO audit guide for baseline assessment
