Survey: Marketers Unprepared for GEO Technology
▼ Summary
– Most marketers are not investing in generative engine optimization (GEO), with 63% reporting no allocation of time, budget, or staff.
– On average, only 9% of marketing resources go to GEO, compared to 24% for SEO and 36% for social campaigns.
– Just 33% of marketers claim a good or expert understanding of GEO, versus 72% for SEO, though 41% expect more resources for it in the next year.
– Barriers to GEO adoption include budget constraints (40%) and limited expertise or competing priorities (36%), with only a third confident in identifying AI search traffic.
– Despite current challenges, 67% of marketers believe AI search visibility will be very or extremely important within two years, and many seek education and best practices.
A surprising number of digital marketers are not yet prioritizing generative engine optimization (GEO), despite the growing influence of AI-driven search platforms. Recent survey findings reveal that many organizations are holding back on investing in this emerging field, potentially leaving them at a competitive disadvantage as search behavior evolves.
According to the data, a striking 63% of marketers confirmed their companies are not currently dedicating time, budget, or personnel to GEO initiatives. On average, only about 9% of marketing resources are being directed toward generative engine optimization. This stands in sharp contrast to the 24% allocated to traditional SEO and the 36% funneled into social media campaigns.
Understanding of GEO also lags significantly behind more established disciplines. While 72% of marketers feel they have a good or expert grasp of SEO, just 33% report the same level of confidence with GEO. Despite this knowledge gap, 41% anticipate their organizations will increase GEO investments over the next twelve months.
The implications are significant. With AI-generated summaries becoming a standard feature in search, brands that fail to adapt their content strategies may find themselves invisible in these new answer-driven formats. Visibility in traditional search engines does not automatically translate to presence in AI-powered platforms, creating an urgent need for updated tactics.
Several barriers are slowing adoption. Budget constraints were cited by 40% of respondents, while 36% pointed to limited expertise or competing priorities as major hurdles. Additionally, only one-third of marketers feel highly confident in their ability to distinguish between traffic originating from AI search versus conventional search engines.
Even so, optimism about the future role of AI search remains high. 67% of those surveyed believe visibility in AI search will become very or extremely important within the next two years. This suggests a growing recognition of the channel’s potential, even if current investment levels haven’t yet caught up.
Looking ahead, there is clear demand for more guidance and training. Half of the marketers expressed a need for basic education on AI search dynamics, while others are seeking best practices, playbooks, and specialized tools to accurately measure the impact of their GEO efforts.
(Source: Search Engine Land)
