AI isn’t just changing search; it’s completely rewriting the rulebook. As search engines evolve into generative platforms, many businesses are starting to wonder what this means for their visibility online.
A recent survey by Ann Smarty revealed that nearly 90% of businesses are worried about losing organic visibility as AI changes how people find information. For marketers, it’s not just about rankings anymore; it’s about relevance, brand recognition, and adaptability in a world where answers are generated, not just listed.
Businesses Aren’t Waiting Around
Most companies aren’t sitting back to see how this plays out. In fact, 85.7% of those surveyed said they are already investing, or plan to invest, in AI SEO. Another 61.2% plan to increase their SEO budgets over the coming year to stay competitive in an AI-first search environment.
This shift shows that SEO isn’t dying, it’s evolving, and forward-thinking businesses know they need to move with it. Interestingly, marketers are even redefining the language around optimisation. While ‘SEO’ still leads the way, almost half (49%) have started using ‘SEO for AI’, and 41% are calling it ‘GEO’ (Generative Engine Optimisation), a term that’s likely to grow as AI-driven search becomes the norm.
Brand Visibility Is the New Metric
One of the biggest takeaways from the survey is how priorities are shifting. Traditionally, SEO success meant ranking higher and driving traffic. But in the age of AI, it’s more about being visible and credible, even if there’s no direct click involved.
Around 75.5% of businesses said that brand visibility within AI-generated answers is now their number-one goal. They want their brand mentioned, recognised, and trusted, whether users visit their website or not.
Only 14.3% said they care more about being cited as a source (which can drive traffic), while a smaller group said both brand visibility and citations matter equally.
That’s a big change from how SEO has been measured for the past two decades and it highlights how AI is transforming the way brands think about search performance.
Top Concerns in the AI Search Era
When asked about their biggest fears, the number one answer was clear: ‘Not being able to get my business found online.’
That anxiety was followed by the loss of organic search altogether, and the growing challenge of tracking where traffic actually comes from.
As AI-generated answers replace traditional listings, brands risk becoming invisible if they don’t adapt their strategies. The fear is understandable, visibility has always been tied to discoverability, and discoverability has always been the lifeblood of online growth.
Who’s Paying Attention?
The survey gathered insights from over 300 in-house marketers and business owners, mainly from medium and enterprise-level companies. Almost half represented e-commerce brands, which rely heavily on search visibility to drive conversions.
For these businesses, even a small drop in visibility can mean a significant loss in sales making it crucial to evolve alongside search technology, not behind it.
AI Search Isn’t Replacing SEO, It’s Redefining It
Despite the concerns, there’s still room for optimism. Early data shows that while AI-driven referrals from tools like ChatGPT and Gemini are growing, they don’t yet convert as effectively as traditional Google Search. That means there’s still time to adapt, and to blend AI optimisation into existing SEO strategies.
We’re now seeing the rise of ‘blended search’, where traditional ranking, entity recognition, and content structure all work together to feed both AI models and human search behaviour. It’s not about abandoning SEO, it’s about making it smarter.
How Outrank Can Help You Stay Visible
At Outrank, we’re already helping businesses navigate this next phase of search. Our approach to AI-optimised SEO focuses on ensuring your brand doesn’t just rank, it’s recognised and referenced by generative systems too.
From structured content built for AI interpretation to brand authority optimisation, we make sure your digital presence is built for both human users and machine learning models.
We help you:
- Strengthen your brand’s online authority.
- Create AI-friendly content that supports generative visibility.
- Protect and grow your organic reach in an evolving search landscape.
- Stay ahead with ongoing insights into how AI search impacts your performance.
- Search is changing fast, but the businesses that adapt now will lead tomorrow.
If you’re ready to future-proof your SEO and build lasting visibility in the AI era, get in touch with the team at Outrank today. We’ll help you stay seen, stay trusted, and stay one step ahead.
Read the study here: Businesses Fear Losing SEO Visibility as AI Redefines Search.