Why generative AI is now a branding channel, especially for biotech + life sciences

By Beth Cooper, JD / MBA, VP of Marketing + Sales

In today’s digital landscape, generative AI isn’t just a tool. It’s a channel. And just like SEO before it, generative engine optimization (GEO) is transforming how life sciences and biotech brands show up, get discovered, and stay trusted.

As more stakeholders use AI tools like ChatGPT and Gemini to ask questions once reserved for Google, brands that treat AI like a search engine will win. That means training models, optimizing content, and embedding your messaging where LLMs go looking.

What is generative engine optimization (GEO)?

GEO is the process of structuring and optimizing your brand’s digital presence to be discoverable and accurately represented in generative AI outputs. Where traditional SEO optimizes for search engines, GEO ensures your brand shows up correctly and consistently in responses generated by Large Language Models (LLMs).

OK, what is an LLM?

A large language model (LLM) is an advanced type of artificial intelligence trained on massive datasets to understand and generate human-like text. LLMs—such as OpenAI’s GPT-4o, Google’s Gemini, Anthropic’s Claude—are capable of answering questions, drafting content, summarizing complex topics, and simulating conversations. For biotech and life sciences brands, LLMs act as real-time knowledge engines: they pull from publicly available information to inform stakeholders, making it essential that your brand’s content is accessible, accurate, and optimized for inclusion in their outputs. 

In biotech and life sciences, this means:

• Your value proposition is cited when an investor asks ChatGPT about your category.
• Your patient education content appears when a caregiver asks for Gemini for guidance.
• Your innovation story becomes the default answer to "who's leading in X?"

Why is AI now a branding channel?

Just as social and search became brand visibility engines, generative AI is becoming a top-of-funnel channel. Stakeholders are using LLMs to:

• Vet potential biotech investments
• Research clinical trial partners
• Compare therapeutic approaches

If your brand isn't present in the data, referenced in the right context, or optimized for LLM scraping and summarization, you're invisible in a growing share of digital interactions.

How do you use GEO to build biotech brand visibility?

To treat AI as a branding channel, life sciences marketers must:

Create structured, public-facing content
LLMs reference public sources like websites, blogs, press releases, and FAQs. Ensuring your language is crawlable and aligned to your brand voice is step one.

Use question-based headers and structured data
Just like SEO, generative AI relies on clean markup and semantic clarity. Header tags (H2, H3) with common queries like "What is [drug name] used for?" help models index your content more effectively.

Build brand consistency across channels
The more consistently your messaging appears across platforms—LinkedIn, press, email, third-party media—the more reliable the signal is to AI engines.

Leverage citations and third-party credibility
LLMs trust what others say about you. Earned media, thought leadership placements, and well-cited publications can increase your brand’s prominence in AI-generated responses.

What content types are most effective for GEO in the life sciences space?

For life sciences and biotech brands, these content assets can drive AI visibility:

• Explainer blogs for complex science (optimized with common question keywords)
• Executive bios and leadership Q+As
• Product pages with precise indications, trial phases, and mechanism of action
• Company overview pages with strong metadata and schema

All content should reflect your messaging framework—but written in natural language that an LLM can parse and serve up in an answer.

How is GEO different from traditional SEO?

GEO doesn't replace SEO—it complements it. But ignoring it means missing out on a rising class of AI-first decision-makers.

What should life sciences and biotech marketers do today?

01. Audit your AI presence. Ask ChatGPT questions your audience might ask. Does your brand show up? Is it accurate?

02. Refresh your site structure and blog content. Prioritize clarity, consistency, and crawlability.

03. Build a citation strategy. Pursue earned media, guest articles, and research placements that AI models will recognize.

04. Prepare training inputs. If using your own LLMs or chatbots, embed brand guides, tone of voice, and regulatory guardrails.

05. Measure GEO impact. Track brand mentions in AI tools, visibility in generative outputs, and downstream engagement.

Final thought: GEO is the new front door

In 2026, generative AI is the new homepage. It's where many first impressions are formed. And just like with SEO in the early 2000s, the brands who act now will set the standard.

Biotech and life sciences companies don’t just need to use AI—they need to show up inside it. That’s the future of brand. And that’s the promise of generative engine optimization.