Marketers Still Call AI Search Optimization SEO

Despite the emergence of new terminology like Generative Engine Optimization (GEO) and AI Engine Optimization (AEO), the vast majority of U.S. marketing decision-makers still refer to their AI search visibility strategies as Search Engine Optimization (SEO). This finding comes from a survey of 343 U.S. marketing decision-makers conducted by Fractl, a marketing agency. The survey aimed to understand how buyers describe, fund, and evaluate efforts related to AI-driven search visibility. The research highlights a significant disconnect between the evolving language used within the SEO industry and the vocabulary of the buyers who fund these initiatives. While industry professionals frequently debate new acronyms on platforms like LinkedIn and at conferences, the practical language used by marketers to solve problems remains rooted in established terminology.

When seeking assistance with AI search visibility online, 70% of marketers indicated they would search for either "AI search optimization" (46%) or simply "SEO" (24%). This suggests that established search terms retain significant search volume and buyer intent, even as the underlying technology and methodologies evolve. Furthermore, the study observed a difference in terminology usage between different levels of marketing professionals. C-suite marketers were found to use "GEO" (28%) and "AEO" (17%) at approximately three times the rate of individual contributors (9% and 3% respectively). This indicates that while new terms are gaining some traction at higher organizational levels, they have not yet permeated broader marketing teams.

Beyond terminology, the survey also identified key concerns for marketers when evaluating vendors. A significant 36% of marketers cited excessive buzzword usage without clear explanations as the number one red flag when assessing vendors. This underscores a preference for clarity and demonstrable results over industry jargon. Moreover, 66% of marketers reported using AI-based tools to research marketing vendors, indicating an adoption of AI in the procurement process itself. On average, marketers are allocating 24% of their search or content budgets to AI search visibility initiatives, demonstrating a tangible financial commitment to this evolving area of digital marketing.

The findings collectively suggest that while the mechanics of online visibility are rapidly changing due to AI, the vocabulary used by buyers to describe and fund these efforts lags behind. Marketers continue to frame their AI search visibility work under the familiar umbrella of SEO, and many are still looking up the definitions of newer acronyms. When it comes to vendor selection, the emphasis remains on measurable case studies, clear methodologies, and credible expertise, rather than fluency in the latest industry buzzwords. This indicates that for AI search optimization to be fully embraced and understood by a wider buyer base, clear communication and demonstrable value will be more critical than the adoption of new terminology.