AI answer engine optimization sees increased investment despite challenges

Image credit: Search Engine Journal

Global search professionals are increasingly prioritizing investment in artificial intelligence (AI) answer engine optimization despite it showing limited current impact on results and significant measurement challenges, according to a recent analysis.

The State of Search 2027 report revealed a notable divergence between established SEO strategies that drive strong results and future investment plans, particularly concerning AI-driven search.

Only 14 percent of respondents identified optimization for AI answer engines, known as Generative Engine Optimization (GEO), as a strong driver of results, yet 43 percent plan to invest in or prioritize it, creating the largest gap between reported effectiveness and future spending priorities.

Organic traffic is experiencing a decline, but conversions are proving more resilient, with 39 percent of search professionals observing traffic decline or remain flat while leads and conversions held or improved, the report stated.

Content refreshes and technical SEO, previously identified as strong drivers of results, are moving down the investment agenda as GEO gains priority, according to the analysis from Search Engine Journal and Shutterstock.

Paulo Bobita of Search Engine Journal noted that the industry is grappling with how to adapt to evolving search paradigms. Anton Vierietin of Shutterstock added that the shift reflects an anticipation of future search behavior, even without clear current metrics.

Only 9 percent of professionals expressed high confidence in their ability to measure and interpret AI visibility, indicating a lag in measurement capabilities despite increased plans for AI-related initiatives.

Despite concerns about AI’s impact, 81 percent of survey respondents expect SEO investment to increase or remain steady in the next year, even among organizations reporting significant harm from AI search.

The report also detailed the widespread adoption of AI in SEO workflows. It found that 66 percent of teams use AI for research, outlines, or briefs, and 49 percent utilize AI-generated drafts that undergo heavy human shaping.

However, 54 percent of professionals expressed concern about the potential flood of AI-generated content, highlighting a tension between leveraging AI tools and managing their broader implications for content quality and search results.

Source: Search Engine Journal