Generative Digital Footprint

The Evolution from Digital Footprint to Generative Digital Footprint

Diego Jiménez, CEO of ROI UP Group

For some time now, I have noticed that companies do not pay enough attention to their Digital Footprint. This footprint refers to the information that appears when searching online for a company, individual, or service—on platforms like Google Search, Bing, YouTube, or social media networks such as Instagram, TikTok, and Google Maps. The sentiment and opinions that appear on the first page of results can positively or negatively influence perception, just as customer reviews impact e-commerce success.

The Generative Digital Footprint goes beyond the traditional Digital Footprint. It encompasses the sentiment and evaluations retrieved from AI tools like ChatGPT, Perplexity, Copilot (Bing), and Gemini (Google). These tools supplement traditional sources but also pose a significant reputational risk due to their current imperfections. Alarmingly, few companies are actively managing their reputation in these new AI-driven environments.

How to address the new challenge of the Generative Digital Footprint

• AI-Adapted SEO: GEO (Generative Experience Optimisation) GEO is not the fad that many have tried to sell, but the inevitable evolution of how brands connect with their audiences. I can say it is revolutionising not just SEO, but the entire digital experience landscape. What is the promise behind GEO? It promises to build experiences that not only capture attention but also sustain it. AI-generated content that speaks your customers’ language, understands their problems, and offers real-time solutions. GEO is not just about optimisation; it is a reinvention of how companies communicate their value.

• AI-Adapted PR: An efficient communication strategy must incorporate GEO indexing, content, and optimisation into media coverage, ensuring a GEO-friendly PR strategy.

• AI-Adapted Social Media: Social networks—particularly LinkedIn for businesses—play a crucial role as information sources. Thus, social media strategies must be revisited with a GEO-friendly perspective.

• User-Generated Content (UGC): User-generated content and reviews are vital sources for AI tools. For instance, platforms like InfoJobs, GoWork, and Indeed provide invaluable data for HR-related queries.

• AI-Adapted Multimedia Strategy: Complementing text content with visuals, videos, and infographics adds value and enhances user experience in AI-driven environments.

• Other Sources: Official, sector-specific, or highly authoritative content enhances the quality of results feeding generative AI tools.

As with any revolution, managing reputations within AI tools (Generative Digital Footprint) comes with challenges and opportunities. Companies should ask themselves: Is your team ready to move away from traditional metrics and adopt a user experience-centric approach? Are you prepared to compete in an arena where extreme personalisation is the norm?

Early adopters will be the ones defining tomorrow’s rules. For this reason, I strongly advocate for a transformative approach to transitioning from the Digital Footprint to the Generative Digital Footprint. This shift redefines how brands listen, create content, and engage with an increasingly automated and intelligent ecosystem.

For years, SEO has been a cornerstone of digital marketing, focused on optimally positioning content on search engines like Google. Today, we face a new paradigm, where new ways of searching in other tools and a changing landscape. The emergence of generative AI tools is rewriting the rules of the game.

The Generative Digital Footprint spans traditional search engines like Google and Bing and extends to new generative platforms and tools like ChatGPT, Gemini, Copilot, and Perplexity. These tools enable brands to venture into uncharted territories, making the Generative Digital Footprint a vital, almost urgent, component for competitiveness in this new MarTech era.

At ROI UP Group, keeping pace with MarTech innovation is a cornerstone of our strategy. Through our Research & AI department, we continuously explore and evaluate new technologies to stay ahead of market demands. For industry leaders, the challenge isn’t just adopting a Generative Digital Footprint strategy—it’s understanding its impact on business models and customer experiences.

Therefore, the transition from the Digital Footprint to the Generative Digital Footprint is no longer optional; it’s a strategic imperative. Companies that embrace this shift and implement the right tools will be better equipped to thrive in an ever-evolving market. These businesses will position themselves as the most authoritative and relevant sources of information for their brand, products, and services.