The up-and-coming thing in the world of biotech is 'gene editing'.
This involves a chemical tool designed to invade the genome, dock with a selected part of it, and make a change in the genome in a specific way (e.g. add or remove a section of DNA, or alter a bit of its code), after which the 'tool' is disassembled by the cell.
Needless to say, modifications which don't involve the old-style insertion of genes plus on/off-switches and markers etc, can be sold to the market as "basically comparable" to conventional breeding (Dupont Pioneer), or as natural mutation speeded up, or as like old-fashioned chemical- or radiation-induced mutagenesis but with precision ... in fact, just about anything but GM.
On this basis, one US seed company which nearly closed its biotech programme after a GM grass escaped disastrously into the wild during trials, now has "a stunning array of products that are not regulated" because they're "not" GM.