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The rise of AI-driven search is fundamentally reshaping digital marketing strategies, creating a new discipline known as Generative Engine Optimization (GEO). Today, Modus, a global digital consultancy, in partnership with Semrush, released its "B2B CMO Pulse 2025: The State of Generative Engine Optimization (GEO)" report. The findings reveal that while a vast majority of marketing leaders recognize GEO's critical importance, most are still grappling with how to execute and measure it effectively.
Quick Intel
A new Modus report details the state of Generative Engine Optimization (GEO).
85% of B2B CMOs say GEO is a "critical or high priority" for their strategy.
The top challenge for 46% of marketers is unclear KPIs for measuring GEO success.
The GEO playbook focuses on answer-first content and brand authority.
87% of CMOs believe GEO will reshape, not replace, traditional SEO.
Confidence in executing GEO effectively is moderate, scoring 7.5 out of 10.
The survey of over 70 B2B CMOs and marketing leaders uncovered a significant gap between strategic priority and practical execution. While 85% of respondents categorized GEO as critical or high priority, their confidence in effectively implementing it averaged only 7.5 out of 10. This uncertainty is compounded by evolving terminology, with "GEO" being the most common term (34%) but facing competition from other acronyms like "AIO" and "AEO," indicating a market still in its early stages.
The report identifies five core themes forming the emerging GEO playbook: creating answer-first content, leveraging structured data, building brand authority, conducting prompt testing, and establishing measurement frameworks. It is this final point—measurement—that presents the largest hurdle. Nearly half (46%) of the CMOs cited unclear KPIs as their primary challenge in adapting from traditional SEO. Graham Ericksen, Chief Strategy Officer at Modus, commented, "Generative AI is rewriting how brands appear and compete in search. As marketing leaders reallocate budgets and refine their playbooks, the ability to measure GEO with confidence will be the new foundation of growth." The report concludes that for 2026, brands must integrate GEO as a core capability and assign clear ownership to proactively manage their AI search visibility.
About Modus
Modus is a people-centered, tech-forward, strategic digital consultancy that helps leading organizations solve core business challenges and discover innovative opportunities. Headquartered in NYC with offices worldwide, we design, build, and market digital products and experiences that people love.
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