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 white-label agency platform that operationalises it.Agentic Branding is the implementation layer used to apply it.Agentic commerce readiness is a commercial use case, not the parent category.
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: Recommendation readiness and answerability
- LEO: Clear, reusable language
- GEO: AI read, retrieval and generation context
Operationalised through: Telleo
Implemented through: Agentic Branding
Learn more →Telleo
Definition
Telleo is the website-focused white-label platform that operationalises TEO for agencies. Built-in Site Intelligence provides shared verified website evidence to Understand · AI Read & Retrieval (GEO), Assess · Recommendation Readiness (AEO), and Repair · Language Repair (LEO). Client Rooms, Pro Reports and later assessments support client delivery and progress comparisons. External reviews, listings and independent recommendations belong to a wider visibility strategy, not Telleo's website assessments.
What it does:
- Uses Site Intelligence to verify accessible public website evidence shared across GEO, AEO and LEO
- Shows the current AI read and retrieval state
- Measures recommendation readiness and competitor context
- Creates implementation-ready Language Repair
- Delivers through agency-branded Client Rooms and Pro Reports
- Uses rescans to show movement between reporting periods
Commercial model: 3 free scan credits, then buy credits as needed; Pro Report and Launch Signal are separate paid upgrades.
Explore Telleo →Site Intelligence
Definition
Site Intelligence is verified, versioned website source-evidence technology built into Telleo. It discovers accessible public pages and gives GEO, AEO and LEO a shared source foundation for distinct assessments. It is not a separate product, paid scan or fourth TEO pillar.
Evidence access is client-scoped and original source captures are stored privately with integrity checks. Content that cannot be accessed and verified should not be treated as a confirmed website weakness.
Explore Site Intelligence in 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: Clearer website content alongside a wider strategy for genuine reviews, accurate business profiles, independent coverage and corroborating public evidence. Agentic Signal Repair underpins this work; Telleo focuses on the website part.
Learn more →Answer Engine Optimisation (AEO)
Optimising content to be selected as the single answer.
Generative 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.
Agentic Commerce Readiness
Agentic commerce readiness is one commercial application of Agentic Branding and AI visibility. It prepares the public website layer so AI systems can better understand products, services, proof points, policies, buying pathways and reasons to recommend a business during AI-assisted discovery and comparison.
It is not checkout automation, payment infrastructure, inventory management or a replacement for ecommerce, booking or payment systems.
