Survey: 91% of Marketing Leaders at Firms Prioritizing AI Say Persuading AI Systems Is Becoming More Important
A survey of 350 marketing executives found that 91% expect persuading AI systems to become more important in brand selection, while 55% prioritize visibility in answer engines over SEO.
A survey conducted by Atlantic Re:think and Contentful involving 350 marketing decision-makers in the US, UK, and Australia found that 91% of them expect persuading AI systems to become more important in brand selection.
The survey showed that 55% of participants prioritize answer engine optimization over traditional search engine optimization (SEO).
53% stated they have a plan for agentic commerce, while 37% said they are still exploring the idea, indicating a gradual shift in marketing priorities. However, only 55% measure how accurately AI systems describe their brand, a figure that reveals a gap between growing interest in these systems and companies' ability to measure their impact.
The survey sample was limited to firms already prioritizing AI, so the findings are not representative of all marketing leaders.
What do these terms mean?
Answer Engine Optimization (AEO): An effort to make a company visible in AI system answers, not just search links.
Agentic Commerce: Having an AI agent search for, compare, and help purchase a product on behalf of the user.
Search Engine Optimization (SEO): Optimizing a website to appear in organic search results when users search for specific keywords.
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