Brands push for AI visibility, but influence remains uncertain

As search shifts to AI-driven results, brands are focusing on generative engine optimization (GEO). HubSpot reports 49% of marketers see decreased search traffic due to AI answers. However, SparkToro experiments show AI recommendations are highly inconsistent, though hotels show slightly more consistency. Cloudbeds CEO dismisses AI visibility as 'total bullshit', emphasizing quality service and reviews. Experts advise brands to manage digital presence and third-party citations.