Generative Marketing Mix Modeling: A Causal Inference Framework Linking GEO and GEM to Business Impact

Masahiro Kato, Daiki Honma, Taka Kato|September 10, 2026arXiv

Key Takeaway

Businesses can now quantify the ROI of appearing in generative AI outputs by combining visibility data with causal inference, enabling marketing decisions in an AI-driven world where traditional metrics don't apply.

Summary

This paper introduces a framework to measure how generative AI systems (like ChatGPT) affect business outcomes when companies optimize their visibility in AI-generated answers.

applications evaluation data

Key Terms

causal-inference marketing-mix-modeling treatment-effect