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EMARKETER

Generative Engine Optimization in 2026

Why SEO Isn’t Enough to Increase Brand Visibility on Generative AI Engines

Report by Nate Elliott  |  Nov 4, 2025
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Report
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Table of Contents
Executive Summary
AI offers brands an attractive and trusting audience
SEO tactics don’t guarantee visibility in AI
To succeed, optimize for and measure GEO differently than SEO
Adapting to AI discovery may prove simpler for B2B brands
Sources
Media Gallery
About This Report
Generative AI is transforming how consumers discover products and brands earn visibility. As usage of—and trust in—AI grows, brands must rethink how they optimize for discovery and measure success.
Topics
Technology
Artificial Intelligence (AI)
Search Marketing
United States
Table of Contents
Executive Summary
AI offers brands an attractive and trusting audience
SEO tactics don’t guarantee visibility in AI
To succeed, optimize for and measure GEO differently than SEO
Adapting to AI discovery may prove simpler for B2B brands
Sources
Media Gallery

Generative AI is transforming discovery and forcing marketers to rethink visibility. Success now depends on treating AI as a branding channel, managing generative engine optimization (GEO) separately from SEO, and adapting fast as AI models evolve.

Key Question: How is GEO different from SEO, and how should brands respond?

Key Stat: Fewer than 10% of the sources cited in ChatGPT, Gemini, and Copilot rank in the top 10 Google organic search results for the same query—meaning SEO tactics won’t guarantee brands visibility in AI.

Generative AI Engines Rarely Cite Links That Appear in Google's Top 10 Search Results
E-Mail ChartDownload

Here’s what’s in the full report

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Table of Contents

  1. Executive Summary
  2. AI offers brands an attractive and trusting audience
  3. SEO tactics don’t guarantee visibility in AI
  1. To succeed, optimize for and measure GEO differently than SEO
  2. Adapting to AI discovery may prove simpler for B2B brands
  3. Sources
  1. Media Gallery

Charts in This Report

Generative AI Engines Rarely Cite Links That Appear in Google's Top 10 Search ResultsGenerative AI Recommends Products in More Than a Third of Non-Shopping Conversations
Regular AI Users Trust Generative AI Engines More Than Search EnginesBrands Must Adapt to AI Discovery in 3 Ways
Generative AI Engines Love Citing Community Content

authors

Nate Elliott

Contributors

Eleni Digalaki
Chris Keating
Penelope Lin
Director, Data Visualization
Emma Noyes
Graphic Designer, Data Visualization
Matt Torpey
Senior Chart Editor
Paul Verna
VP, Content
Julia Woolever
Yoram Wurmser
Principal Analyst
Ali Young
Senior Copy Editor and Manager of Content Operations
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