The Adoption of GEO and the Shift to AI-Driven Discovery

Wed, 24 Jun 2026 00:00:00 -0400
Leading Edge

A new Spiegel Research Center study finds 95 percent of senior marketers are using artificial intelligence (AI) in search workflows, yet governance and measurement systems may be struggling to keep pace. The shift from traditional SEO to generative engine optimization (GEO) could leave organizations exposed if readiness gaps go unaddressed.