68% of Firms Adapt SEO Strategies for AI Search: Survey Reveals
▼ Summary
– **Marketers are split on AI-driven search changes**, with 68% adjusting strategies but 57% adopting a “wait and see” approach, led by SEO teams.
– **SEO teams drive AI search initiatives (54%)**, but lack of cross-functional support from content, PR, and leadership may hinder success.
– **Google’s AI Overviews cause subtle shifts**, with 57% cautiously optimistic and 20% unsure how to respond.
– **45% prioritize multi-platform AI strategies**, focusing on Google, ChatGPT (27%), and tools like Claude and Perplexity (18%).
– **Experts recommend tracking brand presence across AI platforms** and fostering cross-team collaboration to turn optimism into strategic confidence.
A BrightEdge‑commissioned survey of 750 marketing professionals reveals that 68% of companies have already begun adapting their SEO strategies to keep pace with AI‑powered search tools. Still, only 57% of respondents describe their stance as “cautiously optimistic” regarding Google’s AI Overviews. This duality, a sense of urgency coupled with hesitation, highlights the nuanced mindset across businesses grappling with this shift.
SEO specialists are leading the charge: 54% of AI search strategy development falls on marketing or SEO departments, more than any other function . Content teams follow with just 14%, while PR, IT, product, and executive leadership each contribute under 10%.
This lopsided distribution risks leaving out broader perspectives. A well-rounded approach demands coordination across departments, especially as AI search touches content creation, brand reputation, and technical implementation.
While Google’s AI Overviews remain dominant, companies are broadening focus:
- 45% now plan for both Google Overviews and ChatGPT,
- 18% also include tools like Claude and Perplexity.
Experts advise brands to track visibility across these platforms and push for interdepartmental collaboration. Those who turn cautious optimism into clear action stand to benefit most as AI redefines search.
- SEO teams excel at optimizing for AI, but they may overlook brand messaging nuances (PR), technical readiness (IT), or product voice.
- Cross-functional input creates content aligned with AI platforms while maintaining brand integrity.
- Strategic unity boosts agility; businesses can better test, measure, and pivot as AI search evolves.
AI-powered search is transforming the rules, but its rollout remains incremental, not revolutionary. That gives businesses time to build comprehensive, adaptive strategies. The competitive edge lies not in rushing into AI alone, but uniting teams behind informed, well‑coordinated plans that keep pace with change.
(Source: Search Engine Land, TechRadar)
