Sphere launches GEO platform to manage AI-driven online profiles

Sphere has launched a technology platform that enables individuals and businesses to control the information large language models provide about them.

The company, based in Palo Alto, focuses on what it calls Generative Engine Optimisation (GEO), a relatively new concept aimed at influencing how information is distributed and updated across major artificial intelligence (AI) systems. Sphere's approach seeks to provide users with the ability to create and manage profiles reflecting their personal or business data, ensuring accuracy and consistency as AI systems generate responses for searchers and users.

Founder and Chief Executive Officer Vince Russo commented on the company's role in this emerging field, stating, "At SPHERE, we believe GEO is the future of information distribution. We're the first one-stop shop for GEO, giving individuals and businesses the ability to create and manage their own AI Profiles and distribute them across all major AI systems in real time. For businesses, this means the ability to update and deploy any information about their business, instantly, across every LLM."

Large language models (LLMs), including the likes of GPT-5, Gemini, Claude, and Grok, now serve as major gateways for both information retrieval and commerce, prompting companies and individuals to focus efforts on visibility and representation within these AI systems. Sphere's launch addresses challenges in ensuring representation, relevance, and accuracy in LLM-generated content - challenges that have intensified as more people and businesses rely on AI-generated responses instead of traditional web search results.

"As the world moves from search engines and blue links to AI chat interfaces, LLMs like GPT-5, Gemini, Claude, and Grok have become the new gateways for information, commerce, and discovery," continued Russo. "People, brands, and businesses struggle to appear in LLM-generated responses, to ensure accuracy, and to maintain relevance. SPHERE solves these modern challenges."

According to the company, Sphere's technology is rooted in the changes affecting how information is surfaced and consumed in the digital landscape. The company noted the decline of traditional search engine optimisation (SEO) strategies as AI-driven text interfaces become more widely adopted. Sphere describes its GEO technology as the replacement for SEO, enabling stakeholders to affect how AI models refer to and discuss them, rather than depending on historic web indexing and ranking approaches.

Sphere's system allows users to create, update, and distribute AI Profiles containing up-to-date or corrected information about themselves or their businesses. These profiles can then be disseminated across all supported LLMs in real time, the company says, ensuring consistency across different platforms and AI-powered tools. The company believes that this capability is particularly important as LLMs reshape digital marketing, search, and discovery mechanisms.

Russo reiterated that, "We're the first one-stop shop for GEO, giving individuals and businesses the ability to create and manage their own AI Profiles and distribute them across all major AI systems in real time. For businesses, this means the ability to update and deploy any information about their business, instantly, across every LLM."

The shift in the information landscape has also presented challenges for organisations seeking to maintain control of their reputational and brand presence online. Where traditional web pages and metadata once provided the foundation for digital representation, AI systems now often ingest and summarise content independently. Sphere's proprietary GEO technology, the company says, permits more direct influence over how these models portray users' information.

With the introduction of its new platform, Sphere is targeting people and organisations wishing to proactively manage their presence in AI-generated results, rather than relying on less predictable and slower legacy optimisation processes. As AI chat interfaces and generative models increasingly mediate access to factual and reputational information, the company anticipates an increase in demand for methods of profile management that integrate with these systems.

The launch is positioned as the first stage in Sphere's strategy to address information accuracy and profile management in an AI-first era, aiming to support both commercial and personal stakeholders who require up-to-date, correct representation in rapidly evolving digital channels.