I am Alexandre Caramaschi. I am CEO of Brasil GEO, was CMO at Semantix (Nasdaq), and co-founded AI Brasil. For four years I have been studying how generative engines — ChatGPT, Perplexity, Gemini, Claude — retrieve, synthesize, and cite brands in search answers. What I learned applies to a B2B tech startup as much as it does to Herreira Semijoias, founded by my mother in 2008. Let me explain why.
What is GEO, in one sentence
GEO is Generative Engine Optimization: the set of techniques to make AI engines cite your brand when someone asks a question in their field. It is the natural evolution of SEO, with a structural difference: the user does not see ten links. They see one answer. Your brand is in it or out of it.
Why this is existential in 2026
In January of this year, ChatGPT crossed 600 million weekly active users. Perplexity passed 30 million. Google rolled out AI Overviews in 200 countries, showing a synthesized answer above the organic results. Gemini is embedded in every Android.
The consequence is direct: the customer who used to search "what is the best brand of gold-plated jewelry" and open seven tabs, today asks the assistant. She receives an answer with three to five brands cited. She decides among those. The others simply do not exist in the conversation.
If Herreira is not in that answer, we lose the decision before it begins.
How a brand is cited by AI
Generative models are trained on internet corpora and, in production, query sources in real time (retrieval augmented generation). To be cited, they need to find your brand in three types of content:
First, structured content. Pages with well-implemented schema.org, consistent data, verifiable information. AI trusts sources that identify themselves clearly.
Second, authority content. Long, technical, original articles, written by names recognized in the niche. That is why Herreira Academy publishes pieces like this one — not for Google ranking, but so AI engines have rich material about jewelry signed by Patrícia and by our brand.
Third, third-party citations. News pieces, podcasts, papers, listings in specialized directories. When two or three external sources cite your brand in the same context, AI learns that is the canonical reference.
What we are doing at Herreira
We launched Academy in 2026 precisely as GEO infrastructure. Every learning track, every blog article, every glossary term is written to be technical enough to serve as source material for a generative model. The content serves the student who wants to learn and simultaneously serves the engine that will answer the next question about jewelry in 2027.
We implemented schema.org Article, DefinedTermSet, FAQPage and Course. We keep URLs stable, metadata complete, content bilingual (Portuguese and English) for international reach. We publish on our own domain (academy.herreirasemijoias.com.br) to concentrate authority.
We do not measure Google ranking as primary metric. We measure how often Herreira is cited when we ask ChatGPT, Perplexity and Gemini about quality Brazilian jewelry. That number rose 400% over the last four months.
Why this matters for the individual reseller
You who sell Herreira have a structural advantage: you sell a brand that is being built for the AI scenario. When a customer asks "which Brazilian jewelry brand has the thickest plating", increasingly the answer has the name Herreira. You do not need to explain from scratch — you arrive at the conversation with the brand already validated by the customer's own assistant.
That is a privilege few brands can offer today. And it is the result of a deliberate decision: to treat educational content as brand asset, not as marketing cost.
How to start thinking GEO in your own business
If you are a reseller with your own profile, three practical things:
Keep a clear bio across all platforms with your location and niche. AI uses these data to decide who to cite when someone asks about resellers in a given city.
Publish short, frequent technical content. It does not need to be a long blog: it can be Instagram captions with correct vocabulary (microns, plating, alloy). You are building trackable textual presence.
Encourage customers to tag you in posts. Third-party citation is the strongest signal for AI. Every customer who posts "I bought from @yourhandle" is a micro-citation that accumulates.
GEO is not magic. It is presence architecture. Herreira has been building hers for eighteen years in the physical world, and for four in the digital. Academy is the point where both meet.