Why Generative Engine Optimisation (GEO) matters for the ASEAN market

Generative Engine Optimisation (GEO) is a crucial trend for businesses in the ASEAN market, as consumers in Singapore, Indonesia, Vietnam, and the Philippines are increasingly turning to AI platforms like ChatGPT, Gemini, and Perplexity for product and service research. Ranking high on traditional search engines like Google is no longer sufficient, as these AI tools now play a significant role in determining brand recommendations.

This shift has given rise to GEO, also known as Answer Engine Optimisation (AEO), which involves structuring digital content in a way that AI platforms accurately cite, recommend, and summarise a brand. Understanding GEO is becoming as essential as grasping local tax and labor regulations for businesses entering or expanding in the ASEAN market.

Indonesia's ChatGPT user base has nearly tripled over the past year, making the country one of the top five markets globally for weekly ChatGPT usage. Meanwhile, 92% of knowledge workers in the Philippines are already utilizing generative AI tools at work, exceeding both global and Asia-Pacific averages. The AI sector across Southeast Asia was valued at over US$4 billion in 2024 and is projected to grow more than fourfold by 2033.

However, AI adoption and the resulting GEO opportunities vary across ASEAN countries. Vietnam's AI startup ecosystem has expanded from around 60 companies in 2021 to nearly 280 by 2024, thanks to a substantial technical talent pool. The Philippines has built its generative AI advantage primarily through business process outsourcing and knowledge work.

Singapore remains the regional hub for AI investment and early adoption of AI-driven search behavior among consumers. A GEO approach tailored to Singapore's market maturity may not directly apply to Vietnam or Indonesia, where adoption curves and consumer trust levels differ. As businesses establish themselves in ASEAN, digital visibility strategy should be considered alongside conventional market entry elements such as company registration, tax structuring, and hiring.

A brand may have its legal and operational setup in order but still struggle to convert market entry into market share if it is invisible to AI-driven search.