Marketers shift growing shares of search spending to GEO

The old search playbook is in free fall in the age of AI. Marketers aren’t cutting their search budgets — at least not yet. They’re just shifting how search dollars are spent. As generative AI upends how people search and shop, marketers are funneling more dollars into the industry’s latest buzzword de jour: generative engine optimization, or GEO. It’s less about abandoning tried and true SEO stra