SEO leads the charge—but cross-functional strategy is the key to lasting success
BrightEdge surveyed search, content, and digital marketing professionals to understand how teams are adapting to the rise of generative engines like Google’s AI Overviews, ChatGPT, and Perplexity.
While SEO teams are leading the shift, the most successful organizations are going beyond search—bringing in PR, content, product, and executive leadership to build fully integrated GEO (Generative Engine Optimization) strategies.
Most organizations rely on SEO—but that comes with risk
54% of companies say SEO or digital marketing owns their AI search efforts—more than all other departments combined. But this narrow ownership also highlights a lack of cross-team alignment and support.
This concentration of responsibility is a double-edged sword: while SEO leaders have the expertise, they often lack the organizational support to execute fully.
Marketers are acting—despite uncertainty
The majority of marketers (68%) are already making strategic adjustments for AI search, even as 57% say they’re still figuring it out. This signals a growing “learn by doing” mindset.
Most are not experiencing massive wins or losses—they’re in a state of cautious experimentation, with a growing appetite to test, refine, and scale what works.
GEO isn’t just a Google play anymore
Nearly half of active marketers are already optimizing for more than one generative engine. 27% are targeting both AI Overviews and ChatGPT, while 18% are also focusing on emerging platforms like Perplexity and Claude.
Generative search is quickly becoming a multi-engine ecosystem. Treating it as a single-platform issue could leave brands under-optimized—and underexposed.
Strategy implications for teams
- For marketing leadership:
The data underscores a need to support SEO teams with frameworks, cross-department coordination, and executive backing. AI search readiness must be treated as an organization-wide initiative. - For SEO professionals:
You’re leading the charge—but you don’t have to go it alone. Collaborating with PR, content, and product will accelerate your GEO efforts and create more durable results. - For organizations still observing:
32% of companies haven’t yet acted. With 68% already moving, those that remain passive risk falling behind the curve—especially as multi-engine optimization becomes standard practice.
Complete the Picture with BrightEdge AI Catalyst
AI search doesn’t stop at Google. BrightEdge AI Catalyst helps you monitor and optimize your brand’s presence across AI Overviews, ChatGPT, Perplexity, and beyond—all in one view.
With AI Catalyst, you can:
- Track your visibility across multiple AI engines and monitor changes over time
- Understand which prompts are driving brand mentions
- Pinpoint what each engine values about your brand using advanced sentiment and attribute analysis
It’s the fastest way to move from reactive to proactive in a rapidly evolving search landscape.
Download the Full Report
Get the full breakdown, complete with data visuals, ownership models, and strategic recommendations for building a GEO strategy that lasts.
