Pulse 2.0 has published an interview with Andrew Higgins, CEO and co-founder of Parsnipp, focused on generative engine optimization (GEO) and how marketing changes as AI systems absorb traffic that once flowed through traditional search results.

The conversation centers on a shift that is already measurable across the industry: users increasingly receive answers directly from AI-generated surfaces such as AI Overviews and standalone chat tools, rather than clicking through to publisher pages. For brands and agencies, that change raises a new set of operational questions — how content gets cited inside AI answers, how visibility should be measured when there is no click to track, and what a practical GEO workflow looks like alongside conventional SEO.

Higgins speaks from the operator's seat. Parsnipp works in this exact space, building tooling that helps marketers understand and improve how they appear within generative search outputs. The interview addresses what that work involves in practice and where the discipline is heading.

What the interview covers

According to the published Q&A, Higgins discusses:

• The fundamentals of GEO — how generative engine optimization differs from classic ranking work, and why tactics built for ten blue links do not translate directly to AI answer engines.
• AI search marketing strategy — how brands should think about visibility, citation, and messaging when an AI model, not a user, performs the intermediary selection of sources.
• Parsnipp's product approach — what the company builds and who it serves, drawn from Higgins's own account of founding and running the business.

The interview is a founder conversation rather than a data study, so readers looking for quantified rankings fluctuations or documented traffic shifts from a specific Google update will not find them here. What it offers instead is practitioner framing: how a company positioned squarely in the AI-search tooling market defines the problem space for its customers.

Why this matters now

Google's expansion of AI Overviews and the rapid growth of alternatives such as ChatGPT, Perplexity, and Gemini have made source citation inside generated answers a live commercial question for publishers, e-commerce brands, and agencies alike. Verticals that depend heavily on informational query traffic — publishing, comparison shopping, travel research — feel this shift first, because those are the query types AI systems answer most confidently without sending a click.

Founder interviews like this one are useful calibration points. When the CEO of a GEO-focused platform describes which parts of the discipline are settled and which remain speculative, that division is itself information — it signals where the tooling market believes budgets and workflows are actually moving, as opposed to where commentary trends.

What to watch

Readers evaluating the GEO opportunity should track how citation behavior inside AI answers evolves across engines over the coming quarters, and whether measurement standards emerge that let marketers compare AI-surface visibility the way they compare rankings today. The full interview with Higgins is available on Pulse 2.0 for his account of where Parsnipp fits in that trajectory.