Weighing smoke: why GEO dashboards are mostly useless
Summary
The article argues that AI visibility dashboards (GEO dashboards) are largely useless for predicting business outcomes. It cites studies and industry critiques showing that repeated prompts yield different results and that a single observation is not reliable, framing visibility as a probabilistic distribution rather than a fixed score. It introduces the idea of precision laundering and offers practical guidance to measure and monitor AI visibility more defensively.