The launch comes as businesses increasingly question whether traditional SEO (Search Engine Optimization) alone will be sufficient in AI-powered search environments.
As businesses increasingly adapt to AI-powered discovery through large language models (LLMs), chatbots, and answer engines, Unapology Labs, founded by independent marketing consultant Gauri Walecha, is betting on a growing shift in the marketing industry: Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO).
AEO and GEO refer to marketing strategies designed to help businesses improve their visibility within AI-generated answers, conversational search experiences, and generative search platforms.
Launched in December 2025, Unapology Labs positions itself as a dedicated AEO and GEO marketing agency focused on helping businesses improve visibility across AI-generated responses and emerging conversational search environments.
Gauri Walecha, an independentmarketing consultant with nearly 8 years of experience across branding, visibility, and growth strategy, is also the founder of Unapology Branding Company, an SEO marketing agency serving real estate firms.
Unlike Unapology Branding Company, which focuses on SEO and digital visibility for real estate businesses only, Unapology Labs was launched as a separate entity dedicated exclusively to AEO and GEO marketing strategies for AI-driven search environments across industries beyond real estate.
Unlike traditional agencies that combine SEO with broader marketing services, Unapology Labs focuses solely on AEO and GEO strategies. Its innovative framework, also partially accessible through UnapologyLabs’ free AI visibility audit tool, is designed to improve discoverability across AI systems. Its free AI visibility audit tool provides businesses with an initial assessment of potential gaps affecting discoverability across AI-powered search environments.
According to the agency, some businesses implementing its custom framework have reported improvements in AI visibility and discoverability within as little as 45 days, although outcomes may vary depending on industry, authority, and existing digital footprint.
The company reports several case studies where businesses show improvements in AI visibility, positioning, and discoverability through its methodology.
Walecha says the long-term goal behind Unapology Labs is to make AI visibility frameworks and education more accessible as businesses adapt to new forms of discovery shaped by AI assistants and generative search.
The emergence of AEO and GEO agencies reflects a broader industry movement as brands begin optimizing not only for traditional search engines but also for AI-generated recommendations and conversational answers.
While definitions and best practices for AEO and GEO continue to evolve, growing adoption of AI-powered search experiences has led many marketers to explore optimization strategies beyond traditional SEO.
“Marketing is changing. Sooner rather than later, many marketing techniques we’ve been utilizing may not be relevant anymore,” says Gauri Walecha, founder of Unapology Labs.
“The best time to adapt to AI-driven discovery was yesterday. If you haven’t started yet, start now.”
As conversational AI increasingly influences purchasing decisions and brand discovery, specialized categories such as AEO and GEO may become a larger part of future marketing strategies.
