Glossary
The language of AI visibility
A definitive glossary of the terms shaping how businesses are understood,
trusted, and recommended by AI assistants.
Category ownership
Tell Engine Optimisation (TEO) is the category term coined by Reuben Lenoir, founder of Pixelhatch.
Telleo is the platform built to measure it.
Agentic Branding is the implementation layer used to apply it.
Tell Engine Optimisation (TEO)
Definition
Tell Engine Optimisation (TEO) is the framework for improving how businesses are understood,
trusted, and recommended by AI assistants. It defines how brands compete in a world where
users no longer search, but ask.
Coined by: Reuben Lenoir (2025)
What it replaces: SEO optimises for visibility in lists.
TEO optimises for selection in answers.
System: TEO is built on three pillars:
- AEO: Being selected as the answer
- GEO: Being interpreted accurately
- LEO: Being quotable and reusable
Measured by: Telleo
Implemented through: Agentic Branding
Learn more → Telleo
Definition
Telleo is the platform that turns TEO into a measurable, client-facing system.
It allows businesses and agencies to audit AI visibility, share results through a portal,
and track improvements over time.
What it does:
- Shows how AI currently interprets a business
- Measures recommendation confidence
- Generates structured improvements
- Delivers results through a branded client portal
Commercial model: Credit-based usage with optional report upgrades.
Explore Telleo → Agentic Branding
Definition
Agentic Branding is the implementation layer of TEO. It applies structured positioning,
proof signals, and content patterns so AI assistants can understand, trust, and recommend a business.
Role: Turns insight into action.
Output: Pages that are clearer, more structured, and easier for assistants to quote.
Learn more → Answer Engine Optimisation (AEO)
Optimising content to be selected as the single answer.
Guide Engine Optimisation (GEO)
Optimising content to be interpreted accurately by AI assistants.
Language Engine Optimisation (LEO)
Making content explicit, quotable, and reusable.
AI Visibility
AI visibility is how easily a business can be discovered, understood,
and recommended by AI assistants.
