A brand new 2025 B2B CMO Pulse Survey from Modus and Semrush reveals that whereas 85% of selling leaders now view Generative Engine Optimization (GEO) as a essential precedence, practically half admit they lack clear metrics to measure success. The findings spotlight a widening “confidence hole” as manufacturers race to adapt to AI-driven search. CMOs agree that GEO will evolve — not exchange — search engine optimisation, however measuring visibility, authority, and ROI in generative environments stays the highest problem for 2026 planning.
Entrepreneurs have a brand new acronym to deal with: Generative Engine Optimization (GEO), or the apply of optimizing manufacturers for AI search outcomes. This transformation has compelled advertising and marketing executives to recalibrate methods to maintain up with how prospects discover info. Modus, a worldwide digital consultancy, unveiled findings from its B2B CMO Pulse 2025: The State of Generative Engine Optimization (GEO), performed in partnership with Semrush, the main on-line visibility administration SaaS platform. The outcomes unpack how senior entrepreneurs are getting ready for AI-driven search — and why many nonetheless lack readability on the right way to measure success.
The survey of greater than 70 B2B CMOs and advertising and marketing leaders performed in October 2025 uncovered that whereas GEO has grow to be a high precedence, most admit they’re nonetheless studying the right way to execute and consider it successfully.
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Key highlights:
- 85% of CMOs say GEO is now “essential or excessive precedence” to their advertising and marketing technique.
- Confidence lags at 7.5/10. Most leaders admit they’re nonetheless studying the right way to execute GEO successfully.
- Terminology continues to be evolving, signaling market nascency. “GEO” is mostly used (34% of respondents), however others desire “AIO,” “AEO,” or “AI Search Optimization.”
- The rising GEO playbook facilities on 5 themes: Reply-first content material, structured information and entities, model authority and belief, immediate and engine testing, and establishing measurement frameworks.
- Nonetheless, in the case of measurement, 46% cite unclear KPIs as their high problem in adapting from search engine optimisation to AI search optimization.
- 87% say search engine optimisation isn’t dying, it’s evolving. CMOs predict GEO will reshape (not exchange) conventional search engine optimisation — evolving into a brand new self-discipline.
“Generative AI is rewriting how manufacturers seem and compete in search,” stated Graham Ericksen, Chief Technique Officer at Modus. “This report goes past the hype to floor sensible, peer-driven recommendation from CMOs who’re defining what success appears like in AI search. As advertising and marketing leaders reallocate budgets and refine their playbooks, the power to measure GEO with confidence would be the new basis of progress.”
The survey factors to 2 clear imperatives for 2026 planning: Organizations should evolve GEO from a mission to an built-in advertising and marketing functionality, and assign clear possession of AI visibility throughout advertising and marketing and information groups. Establishing dependable measurement frameworks, the report concludes, will empower manufacturers to proactively handle fame, belief, and affect within the subsequent evolution of search.
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