Instead of a list of results with a summary on top, the generated answer takes the centre, you can ask follow-up questions and it shows linked sources.

For a brand it works on the same fundamentals as classic search and as AI Overviews: crawlable, clear pages that are relevant to the question. Availability by country and language changes over time; when you measure, record the date and the country.

Read: What GEO is and what it can honestly do for a brand.