A recent BrightEdge survey of more than 750 marketing professionals reveals the marketing industry in transition as organisations respond to the growing influence of generative AI on search.
According to the findings, 68% of companies have begun adjusting their strategies to reflect these changes.
SEO Takes the Lead Without Institutional Backing
SEO teams have stepped up to lead the charge in using AI in their marketing strategies, but they’re often doing it without the long-term support needed to keep that momentum going.
“Marketers are caught in the eye of the AI search storm,” the report notes. “While 57% are taking a ‘wait and see’ approach, the majority (68%) are already making strategic adjustments, with SEO teams leading the charge.”
Organisations Place AI Strategy in SEO Silos
The data shows that 54% of companies rely on SEO or digital marketing teams to spearhead their AI initiatives — more than all other departments combined. However, only 14% tap content or editorial teams, 8% involve PR or engineering, and a mere 7% include C-suite leadership. For 3% of organisations, no one is yet officially in charge of AI search strategy.
BrightEdge warns this concentration of responsibility could lead to failure if left unchecked. “Massive concentration of responsibility” in SEO, the report says, risks “dead-end experimentation” if not supported by broader cross-functional collaboration and leadership involvement.
Marketers Respond Cautiously to AI Overviews
Google’s AI Overviews have introduced a new dynamic to the search landscape, but marketers’ reactions are anything but uniform. According to BrightEdge, 57% describe themselves as “cautiously optimistic,” while 20% say they’ve noticed changes but don’t know where to start.
Only 5% believe their visibility in search has “never looked better,” while 4% report being in a state of “complete confusion.” The takeaway: most marketers see potential, but uncertainty continues to cloud their path forward.
Businesses Expand AI Search Beyond Google
The report also highlights a shift towards platform diversification in AI search. While 45% of organisations are focusing on Google AI Overviews, a notable 27% are integrating ChatGPT into their search strategy, and 18% are exploring alternatives like Claude and Perplexity.
“SEO may be leading the AI search parade – but without support from content, PR, and leadership, it’s marching without a band,” the report cautions.
BrightEdge pushes back on passive experimentation in AI strategy. The firm calls for active tracking of brand mentions across generative platforms and tighter alignment between teams. “The organisations that can transform cautious optimism into strategic confidence will emerge as the winners.”