Strategy and applied AI for digital business models and processes
AI is changing how companies are found, how customers decide and how work gets done.
Four fields of expertise
rethink.expert structures its consulting around four classes of problems that AI raises for companies – not around whatever AI trend is current.
AI visibility
AI answer engines increasingly decide who makes the shortlist at all – on data that is rarely clear-cut.
GEO does not start with the click. It starts where Google AI Overviews, AI Mode, ChatGPT and Perplexity decide which brands, sources and arguments make it into an answer at all.
Lumping these systems together confuses different mechanics: AI Overviews and AI Mode rearrange Google results, while ChatGPT and Perplexity answer from their own retrieval and grounding pipelines. Each system needs its own assessment – not one shared checklist.
At the same time, the data is rarely clear-cut: AI referral traffic is growing but remains small in many industries, and Google AI Overviews can hardly be isolated cleanly in GA4. Visibility in AI answers is also not a stable state – model updates and source preferences shift it without warning.
Insights
What is happening, why it matters and what it means for companies.
How reliable is your AI visibility score really? Ask for the margin of error
92% use AI in content marketing: why the success rate is still falling to an all-time low
Own research
What happens when GEO succeeds – but the user no longer needs your website afterwards?
In the working paper The Resolution Paradox I examine why use and visibility in AI answers do not automatically equal business value – and which second strategic question companies should ask alongside AI visibility.
Explore our research →rethink.expert
Independent consulting and research initiative on generative engine optimization, strategic AI applications and decision-making in uncertain systems.
Michael Mohaupt
Founder · Business informatics (PhD) · Strategy & analysis
Michael Mohaupt is the founder of rethink.expert, holds a PhD in business informatics and advises on digital business models, AI-supported processes and strategic decision-making.
He combines technical understanding with experience in marketing, e-commerce and software development. His focus is on assessing developments in AI search, AI-supported commerce, autonomous agents and concrete AI use cases so that companies can base sound decisions on them – from visibility to purchase decisions to automated processes.
In consulting and talks, this is not about short-term hacks or uncritical tool demos. Michael assesses studies, tool promises and practical examples methodically: Which claims hold up? Where are the measurement gaps? Which terms are being confused? And which actions are actually worth taking now?
Clients and participants value his clear, calm explanation of complex relationships, his critical eye for false precision and the direct link to operational decisions.
Let's talk
Consulting, a question about our data, a press enquiry or a specific problem – send me a short note about what it is about. I will get back to you personally.
