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.
Impact and considerations
For business travel brands, AI visibility affects customer discovery and booking. Despite the rise of GEO services, effectiveness is uncertain; brands should focus on fundamentals: quality service, positive reviews, and strong digital presence. Understanding AI recommendation mechanisms helps craft effective marketing…
Key points
- HubSpot: 49% of marketers see decreased search traffic due to AI answers.
- SparkToro experiments show AI recommendations are highly inconsistent; hotels slightly more consistent.
- Cloudbeds CEO dismisses AI visibility as 'total bullshit', emphasizing quality service and reviews.
- Experts advise brands to manage digital presence and third-party citations.
Sources and time
- Primary source
- PhocusWire / Phocuswright
- Other sources
- 0
- First source publication
- 26 Mar 2026, 14:00
- Page published
- 13 Aug 2026, 08:26
- Last updated
- 26 Mar 2026, 14:00
- Original links
- PhocusWire All News：Brands push for AI visibility, but influence remains uncertain (opens in a new tab)Primary source · en · Published 26 Mar 2026, 14:00