January 15, 2025

I’ve been reporting for a while now how Artificial Intelligence is changing the marketing landscape in a wide variety of ways. AI has also begun reshaping how users discover information that influences their consumer behavior. Traditional Search Engine Optimization (SEO), which focuses on ranking in link-based results on platforms like Google, is being supplemented and often disrupted by new strategies. Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO) prioritize visibility in AI-driven responses, where users receive direct, synthesized answers rather than lists of links. These approaches ensure content is cited or referenced in AI summaries, maintaining brand visibility as search behavior changes.

So, how are AEO and GEO disrupting or even replacing SEO efforts?

Defining AEO and GEO
AEO involves structuring content to deliver direct answers that AI systems can easily extract, emphasizing clarity, schema markup, and question-based formats for featured snippets and AI Overviews.

GEO, introduced in the paper “GEO: Generative Engine Optimization” by researchers from Princeton and collaborators, proposes techniques like adding authoritative language, statistics, quotations, and citations to boost impressions in generative responses. The study found these methods can improve visibility by up to 40% across domains.

While AEO aligns with direct answer formats, GEO addresses richer synthesis in large language models. Both build on SEO foundations, as AI often sources from high-ranking traditional results.

Key Statistics Driving the Change
Gartner predicted in 2024 that traditional search engine volume would drop 25% by 2026 due to AI chatbots and virtual agents. Soon enough, ChatGPT reached 800 million weekly active users by October 2025. AI-referred traffic surged 527% from January to May 2025 across analyzed sites, with some industries seeing over 1% of sessions from LLMs. Conductor confirmed that AI platforms now drive about 1% of web traffic across 10 industries, with ChatGPT accounting for 87.4% of AI referrals. It’s now reported that nearly 60% of consumers have used AI tools for shopping and research.

Opportunities and Best Practices
Brands cited in AI responses gain trust and indirect engagement. GEO techniques like statistics and sources yield up to 40% visibility boosts. Integrate AEO/GEO with SEO by using question headings, structured data, an authoritative tone, original data, and track AI citations.

Early adopters are reporting enhanced total visibility. According to the Conductor 2026 AEO/GEO Benchmarks Report, AI referral traffic, though currently around 1% of total web traffic, shows high intent and conversion potential, often 2x higher than other sources. Brands that prioritize being cited in AI answers build long-term authority and share of voice in this zero-click era. Additionally, focusing on domain-specific optimizations and monitoring AI citation rates help sustain discoverability as traditional clicks decline.


Future Directions in Paid Media
The rise of AEO and GEO intersects significantly with paid media, as AI platforms introduce monetization through sponsored placements. Google has integrated ads into AI Overviews since mid-2025, allowing existing Search, Shopping, and Performance Max campaigns to appear above, below, or within AI-generated summaries for relevant queries . These ads maintain traditional keyword bidding but adapt to AI contexts, potentially mitigating CTR drops from zero-click experiences.

Looking ahead, analysts predict 2026 as the breakout year for AI-native paid platforms. Some forecast that tools like ChatGPT, Perplexity, and Meta AI will emerge as major advertising destinations, with growth surpassing early social media adoption. Perplexity has tested formats like sponsored follow-up questions and Comet ads, while OpenAI is expected to launch ads targeting free users in 2026.

Platforms for bidding on search terms in AI are emerging now and will expand rapidly. Google already enables indirect bidding via existing campaigns for AI Overviews. Full conversational bidding, where advertisers compete for priority in generative responses or sponsored recommendations, is anticipated early 2026 on Perplexity, ChatGPT, and others. Brands should prepare budgets for these high-intent channels, blending AEO/GEO for organic citations with paid boosts for dominance in AI answers.

As AI search dominates, optimizing for AEO and GEO ensures sustained discoverability. The future is AI-driven and conversational, and brands that adapt now will thrive as direct answers become the norm. This transition demands a holistic approach, combining traditional SEO strengths with new AI-focused tactics to capture visibility across all discovery surfaces. Organizations that invest in comprehensive AEO and GEO strategies position themselves as trusted sources in an increasingly synthesized information landscape, securing relevance for years to come.

Citations:

• Gartner press release (2024)
• TechCrunch (October 2025)
• GEO paper: arXiv:2311.09735 (Princeton et al., 2023)
• Google Ads Help; Search Engine Land (May 2025)
• Search Engine Land / Previsible Report (2025)
• Seer Interactive (September 2025 Update)
• Up And Social / The Digital Bloom (2025)
• Conductor Benchmarks (2025)
•  PPC Land (December 2025)
• Adobe, Omnisend surveys (2025)