AI

The world of search is changing faster than anyone imagined — and businesses are racing to keep up. As AI increasingly takes the lead in answering queries and shaping online visibility, a new survey led by digital strategist Ann Smarty shows that 85.7% of businesses are already investing or plan to invest in AI-focused SEO. The findings highlight a pivotal moment for digital marketing, where the rules of search visibility are being rewritten by artificial intelligence.

AI Is Redefining How People Find Information
Nearly nine out of ten businesses (87.8%) admit they’re worried about losing organic visibility as AI chatbots, voice assistants, and large language models become people’s go-to sources for information. With AI tools like ChatGPT, Gemini, and Perplexity delivering direct answers instead of directing traffic, the traditional click-through model that once powered online discovery is under pressure.

This evolution is forcing businesses to rethink their digital playbook. Instead of fighting to rank higher on search result pages, brands now aim to appear in AI-generated answers—even when that means no direct link or measurable referral traffic.

The New SEO Frontier: From Search to “AI Optimization”
While AI may be changing how people discover brands, most marketers still want to preserve the “SEO” identity. According to the survey, 49% prefer the term “SEO for AI”, while 41% favor “GEO” (Generative Engine Optimization)—reflecting a shift toward optimizing content for generative systems instead of traditional search algorithms.

Interestingly, this adaptation isn’t just about keywords or backlinks anymore. It’s about data quality, authority signals, and context-rich content that AI systems can confidently pull from when crafting responses. In other words, the new race isn’t just for clicks—it’s for representation in AI-driven narratives.

Budgets Are Growing as Priorities Shift
The survey also found that 61.2% of businesses plan to increase their SEO budgets in response to AI’s growing influence. This renewed investment shows that marketers aren’t backing away from SEO—they’re evolving it.

Brand visibility has overtaken traffic as the top goal for three out of four respondents (75.5%). In fact, only 14.3% of businesses prioritize being cited as a source, showing a broader pivot toward brand recall within AI-generated results rather than traditional referral-driven traffic. For many, the mindset has changed from “getting clicks” to “getting remembered.”

The Anxiety Behind the Numbers
Despite optimism around AI-driven innovation, the report also exposes a deep sense of uncertainty. The top concern among respondents was “not being able to get my business found online,” followed closely by the fear of losing organic search entirely and losing traffic attribution.

For marketers, these anxieties are not unfounded. The AI-powered search landscape is still unpredictable, and visibility often depends on opaque algorithms. Some businesses worry that without access to detailed analytics or ranking insights, understanding how to compete will become even harder.

A Reality Check: AI Traffic Isn’t There Yet
While the AI search boom is real, the data suggests it’s not yet a complete replacement for Google. Studies indicate that AI and LLM referrals convert far less effectively than organic search traffic. AI tools may deliver brand impressions, but they don’t yet drive users to take action or make purchases at the same rate.

That said, most experts agree that the long-term potential is immense. As AI-generated answers become more accurate and personalized, companies that adapt early will likely gain a significant advantage in how they’re represented in these emerging ecosystems.

About the Survey
The survey polled over 300 in-house marketers and business owners, primarily from medium to large enterprises. Nearly half represented ecommerce brands—industries most directly affected by visibility shifts and consumer discovery patterns in an AI-first internet.