James Dooley and James Norquay discuss AI SEO and generative engine optimisation because businesses now want visibility inside large language models such as ChatGPT, Claude, Perplexity and Gemini. James Norquay explains that GEO shares many fundamentals with traditional SEO but requires different tactics because AI systems rely heavily on citations, corroboration and structured information rather than link authority alone. They explore practical techniques such as AI share buttons, LLM info pages, question focused content, citation building and technical accessibility for AI crawlers. The discussion matters because brands can appear in AI recommendations and generate revenue when they structure content and brand signals in ways that large language models understand.