Scale Digital, an independent specialist in customer acquisition, has announced a strategic partnership with end-to-end Agentic Commerce Optimisation software platform Azoma.ai. The alliance seeks to maximise brand visibility and revenue opportunities across AI-powered search platforms, including ChatGPT, Perplexity, Gemini and Rufus.
As consumer buying behaviour increasingly shifts towards AI-generated answers, this partnership will see Scale Digital integrate Generative Engine Optimisation (GEO) into its affiliate and performance strategies, ensuring brands remain discoverable, cited and commercially competitive in AI-led environments.
The pilot will focus on helping brands understand how they appear within AI-generated responses, uncover emerging consumer trends, and optimise content so it can be effectively synthesised and cited by AI engines. Unlike traditional SEO, which prioritises rankings and click-through rates, GEO is designed to influence how AI platforms generate and attribute answers, reflecting how users now seek direct, conversational responses.
Dom Coleridge, Co-founder and Commercial Director of Scale Digital, said: “We need to evolve with AI engines and connect the dots between changing user buying behaviour and how GEO algorithms surface the most relevant content for our partners. This partnership is fundamental to our ability to continue delivering incremental growth for our clients as the search landscape rapidly evolves.”
As part of the pilot, Scale Digital will measure success through increased brand citations and mentions within AI-generated responses, alongside revenue growth driven by improved partner visibility across AI platforms. Clients will receive detailed reporting and benchmarking, which is designed to provide insight into how their products and categories perform versus competitors, as well as visibility into the prompts users are employing to discover content. These insights will inform future content structures and optimisation strategies.
Ian Splinter, Head of Operations at Azoma.ai, commented: “Traditional SEO was built for a world of links and rankings. GEO is about ensuring brands are understood, trusted and cited by AI systems that are increasingly shaping how consumers discover products and make decisions. Partnering with Scale Digital allows us to apply this approach directly within affiliate and performance ecosystems, helping brands lead the conversation rather than react to it.”
The partnership marks the latest step in Scale Digital’s broader innovation strategy, reinforcing its commitment to staying ahead of structural changes in search and performance marketing as AI adoption accelerates.
