China Radio and Television Association's three group standards were released, with Frost & Sullivan leading the drafting of the content source standard

Recently, three group standards proposed and coordinated by the China Advertising Association—"Requirements for Generative Engine Optimization Services", "Requirements for Monitoring and Verifying the Optimization Effects of Generative Engines", and "Requirements for Classification, Grading, and Selection of Content Sources for Generative Engine Optimization"—were officially released and will be implemented starting from October 23, 2026.

Currently, generative artificial intelligence is deeply integrated with brand communication, corporate marketing, and consumer decision-making. The application scenario of generative engine optimization as an emerging service form continues to expand. At the same time, the overall development in this field is still immature, and market behaviors need to be regulated. To guide market entities to fulfill compliance obligations, strictly abide by laws and regulations such as the "Anti-Unfair Competition Law", "Advertising Law", and "Consumer Rights Protection Law", effectively safeguard consumer rights, purify the industry environment, and meet the industry's demand for high-quality standardized development, under the guidance and support of government departments such as market supervision and standardization authorities, and industry organizations, the China Advertising Association has gathered the wisdom of various fields, including universities, research institutions, mainstream media, large model platforms, brand enterprises, technical service institutions, and professional legal service institutions, to compile these three group standards for generative engine optimization in the AI marketing field.

These three standards provide strong support and standardized guidelines for rectifying chaos and strengthening industry self-discipline. Among them, "Requirements for Generative Engine Optimization Services" focuses on standardizing the entire service process, clarifying entity qualifications, implementation norms, behavioral boundaries, and compliance requirements, providing self-disciplinary guidance for service operations; "Requirements for Monitoring and Verifying the Optimization Effects of Generative Engines" focuses on a closed-loop measurement of effects, unifying monitoring dimensions, sampling rules, and verification methods, solving common problems such as inconsistent evaluation criteria and difficulty in verifying effects that have long existed in the industry."Requirements for Classification, Grading, and Selection of Content Sources for Generative Engine Optimization" focuses on governing the content source, establishing a classification and grading model for content sources and selection rules, and laying a foundation for credibility standards from the information entry point. This standard was drafted led by Frost & Sullivan (hereinafter referred to as "Frost & Sullivan").These three standards cover the entire chain of service supply, effect verification, and content norms, forming an organic self-disciplinary standard system that supports each other.

Zhang Guohua, President of the China Advertising Associationstated that the wave of generative artificial intelligence technology is reconstructing the underlying logic of information dissemination, and also brings new development challenges and governance issues for brand marketing. While embracing the technological benefits, the industry must maintain the bottom line of authenticity and compliance, protect consumer rights and industry credibility. Promoting standardization in the field of generative engine optimization is an inevitable choice for the industry to actively adapt to technological changes and improve the self-disciplinary standard system. It is also an important measure for the association to fulfill its self-disciplinary responsibilities and serve the high-quality development of the industry. The introduction of these standards will define a clear development coordinate system for the industry and help brand marketing progress healthily in the AI era.

Huo Yan, Secretary General of the China Advertising Associationsaid that the compilation of these three standards emphasizes both problem orientation and systematic thinking. They provide a systematic self-disciplinary reference for service operation, effect evaluation, and content norms in the field of generative engine optimization, further enriching and improving the standard system construction in the AI marketing field that the China Advertising Association is systematically promoting. At the same time, the release of the standards is not the end, but the starting point of the industry's standardized self-discipline norms. The association will take these three standards as the core, continuously collaborate with government departments, market entities, and industry organizations, promote the implementation and iteration of standards, and effectively transform institutional norms into the internal driving force for industry development.

Wang Chenhui, Managing Partner and President of Frost & Sullivan Greater China, and the main drafter of "Requirements for Classification, Grading, and Selection of Content Sources for Generative Engine Optimization"said that the content source is the "first gate" for information distribution in the era of generative AI. Without order at the source, any optimization cannot be carried out. Frost & Sullivan is honored to lead the drafting of the requirements for classification, grading, and selection of content sources, transforming global consulting research experience and methodologies into an industry public infrastructure. The next phase of GEO competition is essentially a competition of content source credibility. As a responsible content source, Frost & Sullivan will take the lead in following the standards, integrating standard requirements into its own research and consulting processes; taking the lead in promoting and conveying, helping brands and ecosystem partners understand and make good use of the rules; and continuously providing feedback on practice, working with the association to transform "paper standards" into "industry practices", making credible content the new foundation for brand growth in the AI era.

Next, the China Advertising Association will fully promote the implementation of the standards, conduct industry compliance assessments based on the standards, promote the construction of industry public services such as the AI marketing review platform, and continuously track industry practice feedback and technological iteration trends, timely revising and improving standard content to meet the needs of high-quality industry development.

On October 23 (Friday) from 14:00 to 17:45, during the 33rd China International Advertising Festival, the "2026 New Consumption Brand Transformation and Growth Exchange Meeting", co-hosted by the China Advertising Association and Frost & Sullivan, and co-organized by the New Consumption Professional Committee of the China Advertising Association, the Internet Advertising Work Committee of the China Advertising Association, LeadLeo Research Institute, and IAB China, will be held at Beijing Haidian Zhongguancun International Innovation Center.

With the theme "Leading the New Consumption Wave, Opening a New Era for Global Branding", this exchange meeting focuses on five core topics: global consumption trend insights, AI-empowered brand marketing, innovation in new consumer categories, practical strategies for global branding, and GEO and brand communication in the new era. Research reports such as SULLIVAN's "Global Product Innovation Index" and "China Leading Index" will be shared on site. Two thematic roundtables and an interpretation session of the "2026 China GEO Marketing Practice and Compliance Development Report" will be held. A GEO map and typical GEO cases will be released, and a ceremony for issuing certificates to participants of the three group standards for GEO will be held. Industry leaders, platform managers, leading brand representatives, investment institutions, and senior experts are expected to share their insights on the growth logic and global expansion path of new consumption brands. Industry partners are welcome to register and attend!