85% of Marketers Say AI Search Is Critical But Hard to Measure

In this article, you’ll discover:

• Why 85% of leaders see AI search as a critical priority.
• The main reason companies struggle to track their success.
• How SEO is changing to fit a new AI world.
• Practical tips for planning your 2026 strategy.

Have you noticed that searching on the internet feels a little different lately? You are not the only one. A new report shows that marketing leaders are rushing to figure out this new world.

A recent survey from Modus and Semrush tells us that 85% of marketing bosses think AI search is a huge priority right now. But there is a catch. Many of them are not sure if they are doing it right.

A New Name to Know

Marketers have a new term to learn. It is called GEO. This stands for Generative Engine Optimization. It sounds complex, but it is actually simple. It means fixing your content so AI tools can find it easily.

Graham Ericksen, the Chief Strategy Officer at Modus, explains why this matters. He says, “Generative AI is rewriting how brands appear and compete in search.”

He also mentions that their new report gives real advice from leaders. He adds, “This report goes beyond the hype to surface practical, peer-driven advice from CMOs who are defining what success looks like in AI search.”

The Problem with Measurement

Even though everyone wants to use GEO, it is hard to track. The survey found a confidence gap. This means leaders want to use AI search, but they lack clear metrics.

About 46% of the people surveyed said their biggest challenge is knowing how to measure success. They are used to the old way of checking search results. Now, they have to learn new rules for 2026 planning.

SEO Is Not Gone

You might worry that traditional SEO is dead. The good news is that 87% of leaders say it is staying alive. It is not going away. It is just evolving.

Experts think that GEO will change SEO, not replace it. It is becoming a new skill. The focus is shifting to trust and giving clear answers.

Planning for the Future

So, what should brands do next? The survey suggests focusing on answer-first content. This means answering questions directly so AI can understand you.

For 2026, the goal is to move GEO from just a project to a real habit. Teams need to figure out how to track their AI visibility. As companies change their budgets, being able to measure this new type of search will be the key to real growth.