Google's new AI guide tells marketers GEO and llms.txt are noise, yet that ruling stops at Google's own surfaces. ChatGPT now plugs into user bank accounts, Databricks is shipping GPT-5.5 inside enterprise agents, and Ahrefs reports chatbot referrals convert above every other channel. Schema's citation lift is collapsing and SERP rank tracking is measuring a page that no longer exists. Citation share, not position, is the visibility metric that decides whether your brand shows up in the answer.
GA4 now reports ChatGPT and Gemini traffic as a default channel, ending the measurement excuse.