In this episode of the Scaling Japan Podcast, we welcome Sam Bird, a marketing and communications executive with over two decades of experience in digital strategy, business development, and B2B marketing. He has served as COO of Custom Media and AIM B2B, and has trained executives and multinational teams across Japan.

Sam breaks down how AI is transforming search behavior, and why traditional SEO tactics no longer guarantee visibility in AI-generated results from tools like ChatGPT, Bing Copilot, and Perplexity.

He explains the growing importance of GEO (Generative Engine Optimization) and AEO (Answer Engine Optimization), what companies are getting wrong when adapting, and how businesses in Japan can take advantage of the current AI adoption gap.

If you’re a marketer, consultant, or content strategist looking to stay ahead of the AI curve, especially in Japan, this episode is your inside guide to the future of search.

AIM B2B – Integrated Marketing & PR in Asia

This episode is sponsored by Custom Media, Tokyo’s leading integrated marketing and PR agency since 2008, helping global brands expand across Japan and APAC.

They can help you with:

• Localized storytelling to build trust in Asian markets

• Strategic performance marketing for measurable growth

• Account‑based marketing (ABM), paid media, GEO, and SEO

• HubSpot‑certified CRM & marketing automation

• Data‑driven implementation with cultural expertise

⁠🔗 Learn more about AIM B2B ➜ https://hi.switchy.io/h7TM

Link to GEO Strategy Guide from AIM B2B : https://aim-b2b.com/lp/the-master-generative-engine-optimization-strategy

Show Notes:

Show Notes:00:00 – Introduction

02:19 – What is GEO and How is it Different from SEO?

06:06 – Are GEO and AI Searches being done in Japan?

08:01 – Can You Rank on Google and NOT Appear in AI Searches?

14:47 – AI Adoption and Usage in Japan

18:23 – What LLMs are Popular in Japan?

21:11 – Mistakes Companies Make Switching to GEO/AEO

26:01 – How LLM and GEO/AEO Fit in Content Marketing

31:51 – Best Practices for GEO/AEO

34:00 – GEO in B2B Strategy