Marketers Lag in AI-Powered Search Preparation, Despite Recognizing Its Importance
A recent survey of 878 US marketers, sponsored by Semrush and Centerfield, reveals a mixed picture of preparedness for the rise of AI-powered search. While marketers are allocating significant resources to SEO and social campaigns, many are lagging in generative engine optimization (GEO), despite its growing importance. Currently, only 33% of marketers have a good or expert understanding of GEO, compared to 72% for SEO. This knowledge gap is reflected in resource allocation: marketers dedicate 24% to SEO and 36% to social campaigns, but only 9% to GEO. Furthermore, 63% of marketers aren't investing time, budget, or staff in GEO. However, marketers recognize the potential of AI search. 67% believe AI search visibility will be very or extremely important within two years. Moreover, 41% expect their company to dedicate more GEO resources in the next year. The challenge lies in implementation: 93% of marketers face barriers to GEO, with budget and limited expertise being the most common obstacles. To adapt, half of marketers want basic training on AI search, and others are seeking best practices and tools to measure impact. As AI-generated search summaries become more common, brands risk falling behind if they don't adapt their strategies for visibility in new answer-driven formats. Marketers acknowledge the importance of GEO but struggle with implementation due to budget constraints and limited expertise. With 67% expecting AI search visibility to be crucial in two years, investing in GEO could provide a competitive edge.
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