“Search engines matter more than any individual story.”
“Customers, investors, employees, fans, regulators, and partners all look to the Internet to form a credible perception of you personally, as well as your business and brand.”
— Ronn Torossian, For Immediate Release, 2011
Written about Google in 2011, but read it again now. The algorithm outranks the article. The retrieval system, not the headline, decides what gets known. In 2026 that is true of something far more powerful than a search box: the AI engine that answers the question before a single link loads. Torossian's second line names every audience that now forms its judgment through that layer: customers, investors, employees, regulators, partners. The discipline that answers it has a name today: Generative Engine Optimization. The metric is Citation Share, how often a brand appears when a buyer asks an AI engine a question that should belong to it.