Sentius outlines its approach to AI and unveils GSO search model

Sentius has outlined its stance on AI and unveiled a new tool designed for the age of conversational search. The Generative + Search Optimisation (GSO) model helps brands become recognised as authoritative sources across AI platforms like ChatGPT, Google SGE, Gemini, and Perplexity.

Says Mark Fraser, CEO of Global Agency Group, which owns Sentius and Taska Media: “AI exists to enhance HI — Human Intelligence — not replace it. AI done right should free up time to enable better, richer insights, greater efficiencies, and faster turnarounds from agencies. But it’s the human intelligence applied on top that creates real value.”

Sentius confirmed its strong position on AI today, outlining a strategic, positive leadership stance.

Fraser adds: “Our focus is simple: use AI selectively to generate and create measurable value and stronger results for clients.”

By integrating AI across their service delivery, the agency aims to free up expert strategists to focus on what Sentius is known for: strategy-first™ thinking and analysis, creative interpretation and evidence-based decision making.

Extending from its standpoint on AI, Sentius also announced the launch of GSO, a remodel of SEO built specifically for the era of AI-driven, conversational search.

This announcement follows months of research, technology evaluation, and strategic development by the Sentius leadership team, who have been designing a new AI-enabled performance framework.

Says Fraser: “As generative AI becomes the way people ask questions, browse information, and discover brands, the traditional SEO model isn’t enough. Users now want answers. If your brand isn’t recognised as a trusted source by AI systems, you don’t exist in the answer. GSO changes that.”

GSO is designed to help brands train AI systems to recognise, understand and reference brands as authoritative sources across platforms like ChatGPT, Google SGE, Gemini, Perplexity, and emerging AI search tools.

Adds Fraser: “Traditional SEO elements remain. But now they sit within a broader, AI-aware visibility strategy.”

GSO is the natural evolution of search.

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