Coty and Brandlight Announce Partnership for AI Search and Brand Discovery

The company’s announcement describes an expansion of its Generative Engine Optimization capabilities, commonly called GEO. The collaboration includes tools and insights, training, and practical optimization support for teams adapting to consumers who ask AI systems for recommendations.

Coty says early pilot work found that optimizing product detail pages, creator assets, digital PR and launch toolkits could improve visibility in AI recommendations. That includes discovery through questions that do not name a brand.

“AI is redefining the rules of attention, discovery, and influence,” said Markus Strobel, Coty’s executive chairman and interim chief executive officer. Brandlight chief executive officer Imri Marcus said consumers often begin with needs, preferences and questions rather than brand names.