Yes, and often more effectively than in traditional search. AI systems are not purely ranking by domain authority the way Google does. They are looking for specific, credible, well-structured answers to questions.

A small accounting firm that has published a detailed guide on a narrow topic can appear in AI answers alongside firms ten times its size, because the content answers the question better. Specificity is a competitive advantage in GEO. Trying to be everything to everyone is a disadvantage. 

A useful test is to ask a new employee or a trusted contact who does not know your business well to describe what you do after spending ten minutes on your website. If they struggle, or if their description does not match how you want to be known, the brand clarity needs work. Another signal is a high traffic, low inquiry ratio on your website. People are arriving and leaving without taking action, which usually means the message is not connecting or the call to action is unclear.