AI driven search currently represents a small part of overall search behaviour, but it is already influencing how people research, compare and shortlist brands.
Right now, most brands are still focused solely on traditional SEO. Very few are actively optimising for how AI systems retrieve, interpret and reference information. That means competition is low, and authority is still relatively easy to establish.
At this stage:
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Fewer brands are actively investing in GEO
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Authority signals carry more weight
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Early visibility is easier to secure
As adoption grows, this will change. AI systems tend to rely on sources they already understand and trust. Brands that begin building those signals now are more likely to be referenced consistently as AI search becomes more prominent. Brands that wait will be competing against sources that are already established.
Investing in GEO will expand your visibility into the parts of search that are already shaping user decisions, while the barrier to entry is still low.
Starting now simply puts you ahead of where the market is heading.
