OpenAI’s New Launch: Why GEO Matters More Than Ever

by impaca.ai team

This week, OpenAI announced two big moves: ChatGPT Apps and AgentKit. Together, they turn ChatGPT from a chatbot into something akin to an operating system for AI—where brands and developers get to plug apps, agents, and workflows straight into the dialogue.

For CMOs and marketers, it's not a developer's story. It's a visibility story—and it makes Generative Engine Optimization (GEO) more crucial than ever.

What OpenAI Launched

ChatGPT Apps: App makers can now create apps that live inside ChatGPT conversation, with rich UI (tables, graphs, buttons).
AgentKit: Toolset to create AI agents that can act autonomously, monitor data, or run workflows in real time.
Platform shift: OpenAI is clearly making ChatGPT into a hub, with its own "app store" for AI-based services.

Why This Changes GEO

Until recently, GEO referred to monitoring when your brand was mentioned within AI responses. With the introduction of OpenAI, the game is bigger:

From being mentioned to being in play No longer is it "was our brand mentioned?" but "does our brand function within the chat?"
Dynamic visibility Agents are able to see, act, and report in real time. GEO tools can be turned into agents of interaction, not external observers.
More immersive brand experiences Apps are able to bring information to the surface visually within the chat (graphs, dashboards, buttons). Visibility becomes experiential.
Mass adoption channel ChatGPT already serves hundreds of millions of users. Being inside it means reaching customers at the moment of intent.

Why GEO Becomes Critical

Clicks are no longer the metric. AI conversations are where discovery and decisions happen. If you’re absent there, you’re absent—period.
The entry barrier just went up. Those relying exclusively on text answer citation danger invisibility won't see it with apps and agents doing the work.
Change rate accelerates. LLM updates every week. You won't even realize when visibility is lost if you don't have GEO monitoring.

In summary: GEO is shifting from "nice to have" into table stakes for brand visibility in the AI era.

What Brands Must Do Now

Priority	Action	Why It Matters
Make a presence within AI	Explore ChatGPT Apps for your brand or data	Citations are not enough—apps allow you to own the experience
Leverage agents for real-time GEO	Monitor mentions, visibility shifts, competitor activity	Visibility changes day by day; agents let you answer in seconds
Leverage UI in chat	Offer charts, comparisons, or calculators in chat	Users engage more intensely with interactive presentation formats
Educate the marketplace	Content showing how brands win GEO in apps	Pioneers create the category and thought leadership

What This Means for impaca

In this launch, we at impaca see it as validation of our vision: GEO isn't about clicks—it's about presence. With ChatGPT Apps and AgentKit, brands have no option but to care where and how they appear in AI. The opportunity is to be seen, trusted, and chosen within the conversation itself.

That's why we're building the tools that let you measure, monitor, and boost visibility in this new AI-first world.