For a business that has only worked on rankings, the position is still there and a share of the traffic is not. The listing sits under an answer that already solved the problem. The report still says page one. Fewer people scroll to it.
The addition is to become the source the answer quotes. That takes pages a machine can read without guessing, facts about your business that match everywhere they appear, and content that answers the exact question in the first sentence. That is AEO/GEO. It is built on the same pages SEO already touches, which is why the same team does both.
A citation compounds. Once ChatGPT or Google AI names you as the answer for a query, a competitor cannot buy the spot the way they can buy an ad placement. It has to be earned the same way you earned it. Ads still win the person ready to call today; the citation wins the person deciding who to trust. Growth and Scale run both.