MarTech: The competition for brand visibility has moved to AI search

This article was written by Greg Kihlström for MarTech. Read the full article here.

High-maturity brands spend nearly twice as much on GEO as their peers. Here’s what it takes to win visibility in AI search before competitors become the default answer.

Are you destined to lead a brand that can no longer be found by the systems your customers trust most? The traditional digital discovery landscape has shifted so fundamentally that many established marketing playbooks now read like ancient history. As consumers continue to adopt AI-based search tools over traditional search methods, the risk of losing visibility in an already crowded marketplace is more top of mind than ever. 

Conductor’s recent research shows that nearly one-third of digital marketing leaders now prioritize generative engine optimization (GEO) as the most critical performance hurdle for digital growth in 2026. What’s more, 97% of digital leaders surveyed already report a positive impact from their GEO efforts, hinting at both an immediate opportunity and a race to capture visibility while it remains available.

The CMO’s new strategic mandate

CMOs’ strategic priorities have shifted rapidly. According to the research, an average of 12% of 2025 digital budgets was allocated to GEO initiatives, while 32% of digital leaders declared GEO their top priority for 2026. This investment growth also outpaces increases in paid channel allocations.

This article was written by Greg Kihlström for MarTech. Read the full article here.