Cracking ChatGPT (and ruling Rufus): Azoma founder Max Sinclair’s Guide to Generative Engine Optimization (GEO) in 2025

In this interview, Max Sinclair, founder and CEO of Azoma, discusses the emergence of Generative Engine Optimization (GEO) and how Azoma helps businesses optimize for AI search engines like ChatGPT, Amazon Rufus, and others. Max explains how AI search differs from traditional SEO, emphasizing the importance of understanding AI engine algorithms and user behavior. He shares how Azoma provides clients with metrics to track their share of mentions and sentiment in AI search, along with generating high-quality content to improve visibility and drive traffic. Looking ahead, Azoma aims to expand its agentic modules, support more AI models, and focus on e-commerce, helping retailers and brands adapt to the growing trend of AI-driven search experiences.