AI-powered search is quickly becoming a critical channel for brand discovery, yet many organizations remain unprepared to optimize their visibility effectively. A new study from Scribewise and Scrunch reveals that while most marketing and public relations professionals recognize the importance of AI search, many are still struggling to translate strategy into meaningful action.
The report, "Moving fast, flying blind: 2026 AI search survey," surveyed 602 marketing and PR professionals across the United States and highlights a growing disconnect between perceived readiness and actual AI search optimization practices.
The 2026 AI search survey found that 91% of respondents reported having a documented strategy for AI search visibility. However, despite that confidence, 51% said they remain unsure whether their current approach is the right one.
The findings suggest that many organizations have acknowledged the strategic importance of AI-powered search but have yet to establish mature optimization processes capable of improving visibility across AI-generated search experiences.
According to the research, 45% of respondents are actively testing brand visibility across AI platforms. However, only 33% are analyzing AI bot traffic, while just 23% are refining existing content to improve how AI systems interpret, reference, and cite their information.
The report also found that 82% of respondents consider AI search visibility a top priority over the next year, and the same percentage believe organizations that adopt AI search optimization early will gain a lasting competitive advantage.
At the same time, 62% feel their organization is already behind competitors in preparing for AI-powered search.
"There's a real difference between having a strategy on paper and activating that strategy—a plan on a shelf is largely useless," said John Miller, Founder and President at Scribewise. "Our research shows that most marketing and PR teams know this is important and believe they've made a plan, but what they're actually doing day to day is still mostly watching the data come in, not acting on it. That gap is where the real risk and the real opportunity both live right now."
The survey also identified several areas where marketing teams remain uncertain about AI search optimization.
Among respondents:
The report further notes that organizations using dedicated AI visibility monitoring platforms performed better across 25 of 26 AI search optimization activities compared with companies relying on manual or free monitoring methods.
The study suggests that AI search has rapidly evolved from an emerging trend into an essential marketing channel. While awareness is high, many organizations remain in the early stages of implementing structured AI search optimization strategies.
"Visibility into AI-generated answers is foundational, but it's only the first step," said Kevin White, Head of Marketing at Scrunch. "Teams need a consistent, structured way to see where they're showing up and where they're not to make informed decisions. But turning that data into prescriptive action is how brands become the answer in AI search."
The survey also found that companies with 10 or fewer employees were 260% more likely than average to report taking no action at all on AI search visibility, highlighting a readiness gap among smaller organizations.
"Moving fast, flying blind" was conducted from May 19, 2026 to June 2, 2026. The survey included 602 respondents who were required to be 18 years of age or older, employed full-time in a marketing or public relations role, and residing in the United States. Respondents represented 44 of 50 states and a range of company sizes, industries, and seniority levels, including both in-house marketing and communications professionals and agency-based practitioners. The survey was conducted at a 95% confidence level with a margin of error
Scribewise helps professional services firms grow by combining thought leadership marketing, brand strategy and generative engine optimization (GEO). We work with expertise-driven businesses to create trust-based relationships with clients—and ensure that your expertise is discoverable by humans and AI assistants alike.
Scrunch, a Sitecore company, is the Agent Experience Platform (AXP) that helps marketing and growth teams unlock the new way to reach customers: AI search. Observe what agents say and do—in AI platforms and on your site. Understand agent behavior to identify and prioritize optimization opportunities. Deliver what agents need to understand, reference, and recommend your brand. All in one workflow, all powered by always-on intelligence.
TechIntelPro empowers B2B technology decision-makers with the latest industry trends, deep insights, leadership perspectives and actionable intelligence to drive both organizational and professional milestones, and thrive on the tech pulse.
