SEO leads as 68% of organizations shift strategies for AI search: Survey

As Google, OpenAI, and other AI platforms reshape the future of search, marketers seem unsure whether to run, walk, crawl, or just watch it all happen right now. That’s according to findings from a new BrightEdge survey of 750 search, content, and digital marketers.

• “Marketers are caught in the eye of the AI search storm. While 57% are taking a ‘wait and see’ approach, the majority (68%) are already making strategic adjustments, with SEO teams leading the charge,” according to the report.

Why we care. SEO may be leading the AI search parade – but without support from content, PR, and leadership, it’s marching without a band. BrightEdge warns that without cross-functional backing, even the most skilled SEO teams risk turning experiments into dead ends as we transition to the era of generative engine optimization (GEO).

SEO leads the way. 68% of organizations are changing their search strategies right now in response to AI search, according to BrightEdge. And most organizations (54%) are relying on SEO/digital marketing teams to lead AI search initiatives. That’s more than all other departments combined:

• Content/editorial: 14%
• PR/communications: 8%
• IT/engineering: 8%
• Leadership/C-suite: 7%
• Product/strategy: 6%
• No one yet: 3%

However, BrightEdge warned that this “massive concentration of responsibility” leaves teams without the needed cross-functional support for a winning AI strategy.

AI Overviews. Google’s AI Overviews are creating subtle shifts rather than dramatic disruptions to most organizations, according to BrightEdge. Meanwhile, most marketers are optimistic, but also unsure about AI Overviews:

• The largest group (57%) is “cautiously optimistic” about AI Overviews.
• 20% said they’re seeing changes but don’t know where to start.
• Only 5% think search visibility “has never looked better” while another 4% are in a state of “complete confusion.”

Multi-platform mindset. AI search doesn’t mean “Google only,” which is why 45% of those taking action are prioritizing strategies around AI Overviews and ChatGPT (27%) or adding tools like Claude and Perplexity (18%).

What they’re saying. BrightEdge advised tracking your brand presence (mentions/citations) across all the generative engines and urged collaboration across teams, before concluding its report with this advice:

• “The organizations that can transform cautious optimism into strategic confidence will emerge as the winners in this new search landscape,” according to the report.

The report. SEO Leads the Shift to GEO – Generative Engine Optimization (PDF)