This case introduces students to the emerging field of answer engine optimization (AEO), also called generative engine optimization (GEO). Set in April 2026, it asks students to take the perspective of the chief marketing officer (CMO) of a premium running-shoe brand whose sales and website traffic have recently declined. Since there have been no meaningful changes in the economy or competitive landscape, the CMO wonders whether the company’s lack of visibility on AI platforms is driving its sales decline. The case explores recent research in the AEO field, describes how answer engines select products, and profiles the differences between AEO and search engine optimization (SEO). Ultimately, the CMO must decide whether to contract a third-party firm to provide SEO services, attempt to boost the brand’s AI visibility organically, or eschew AEO altogether and continue with its existing SEO strategy. This case is suitable for MBA and executive education courses on marketing strategy, digital marketing, and brand management.