LinkedIn: Marketing Leaders Shift to AI-Driven Visibility

Generative engine optimisation (GEO) is fast becoming the benchmark for online visibility and could surpass traditional search engine optimisation (SEO) by 2026. For marketing leaders, this shift represents a fundamental change in how brands connect with audiences and drive discovery.

According to LinkedIn's Big Ideas 26 list, which highlights the trends set to shape the year ahead, AI-powered technologies – including chatbots, agentic workflows and answer engines – are taking centre stage. Marketing teams are reassessing their strategies as the focus moves from chasing Google rankings to being surfaced within AI-generated responses.

Michael King, founder and CEO of digital marketing agency iPullRank, says the shift is already underway, even if some in the industry remain hesitant. "The SEO industry is being pulled reluctantly into the GEO era," he tells LinkedIn News.

While GEO still borrows tactics from SEO, the overlap is steadily diminishing. Michael believes the future demands a more disciplined, structured approach. "That's why we've shifted to a framework called 'relevance engineering,' which is a fusion of AI, information retrieval, content strategy, UX and digital PR. It's designed to define this new era rather than be defined by it," he tells LinkedIn News.

How AI is redefining discovery

GEO is still taking shape, even when it comes to its terminology. Google Trends points to "generative engine optimisation" as the most widely used label, though alternatives such as "answer engine optimisation" (AEO) and "generative search optimisation" (GSO) are beginning to gain momentum. Whatever terminology the industry ultimately adopts, the effects are already being felt across marketing departments.

Traditional search rankings are built on web crawlers and keyword matching to surface content. GEO redefines that model, with large language models – like those behind AI chatbots – generating answers directly from data and source documents. As a result, appearing within AI-generated responses is becoming more valuable than securing a blue link on a search results page.

Sara Noggler, founder and CEO of Future Blend, tells LinkedIn News: "The shift from SEO to GEO shows how AI is redefining discovery and distribution of information."

This shift is strategic, pushing marketing teams to look beyond metadata and keywords and focus on how AI interprets and delivers their content. Daniel Hulme, Chief AI Officer at advertising group WPP, highlights the opportunity: "SEO will remain a crucial tool, but its dominance is ending. A move towards GEO is coming. It will be both a vital transition for established brands and a huge opportunity for newcomers and challengers," he tells LinkedIn News.

Marketing strategies require broader integration

The transition to generative discovery requires brands to optimise their presence across a range of AI platforms. Content is now evaluated not just for query relevance but for how effectively it maps to the AI's internal knowledge graph, training data and relevance algorithms. For marketing chiefs, this could mean rethinking content strategies from the ground up.

Oluwatobi Adekunle, manager of product marketing and campaign at Mobysoft, sees AI becoming embedded across operations. "In 2026, I see AI going from a 'nice-to-have' to becoming organisations' new operating system. Local firms, from tech to property to manufacturing, will double down on AI implementation, automation and GEO/AEO-driven marketing," he tells LinkedIn News.

The implication is that GEO won't exist in isolation from broader marketing strategy. Rather, it's set to become a core element in how products, services and messaging are created and delivered.

Oluwatobi emphasises that success hinges on moving from standalone tools to fully integrated systems. "The businesses that win will be the ones that move beyond experimentation into full workflow integration," he tells LinkedIn News.

Adapting to changing search behaviour

More than just increasing visibility, GEO is shaping the very way marketing teams operate. From content creation to customer engagement, AI is emerging as a channel in its own right, not just an add-on to existing platforms.

Malaika Ijaz, a search engine optimisation specialist at Elite IT Team, offers this advice: "If you are still relying solely on traditional SEO, this is the moment to set a new marketing goal. The future belongs to a blended approach that includes SEO, AEO, GEO, and AIO," she tells LinkedIn News.

She warns that search behaviour has already changed, presenting challenges for marketing leaders who haven't adapted their approach. "Ask yourself: how often do you search only on Google anymore? Your customers are exploring multiple platforms for answers. It is time to optimise your business for how people actually search today," Malaika says.

"It is no longer just keyword research and backlinks. Modern SEO requires strong social presence, an optimised website, PR and a broader content ecosystem," she adds.