When Pew Research Centre analysed 68,879 Google searches in March 2025, one finding stood out: users who encountered an AI-generated summary clicked on a traditional result just 8% of the time. Those who didn’t see a summary clicked nearly twice as often, at 15%. A quarter of users who saw an AI summary ended their session without clicking on anything at all.
That gap tells you something important about where brand discovery is heading. With generative AI platforms like ChatGPT now pulling in 5.72 billion monthly visits (according to SimilarWeb data from January 2026), brands already know AI search matters. The more pressing question is whether your content is structured for the two distinct ways AI retrieves and presents information. SimilarWeb’s framework for AEO vs GEO draws a useful line between these approaches, and it’s one worth understanding before your competitors do.
Where your clicks went and why they’re not coming back
People are searching more than ever. They’re just not clicking.
BrightEdge reported in May 2025 that Google search impressions climbed 49% in the year following the launch of AI Overviews. Over that same period, click-throughs dropped nearly 30%. Seer Interactive’s September 2025 study, covering 25.1 million organic impressions in 42 organisations, found the decline was even steeper for queries triggering AI Overviews specifically:
- Organic CTR fell 61%, from 1.76% to 0.61%
- Paid CTR dropped 68%, from 19.7% to 6.34%
- Even queries without AI Overviews saw organic CTR decline 41% year-over-year
- By March 2025, one in five Google searches produced an AI summary (Pew Research Centre)
Gartner predicted in early 2024 that traditional search volume would fall 25% by 2026. The exact figure remains debatable, but the direction is clear. Impressions are up. Engagement with links is collapsing. The answer itself has become the destination, and the brands inside that answer are the ones getting noticed.
Getting cited by the machine
This is where the AEO vs GEO distinction earns its weight.
Answer Engine Optimisation (AEO) is about structuring content so AI systems can extract a clean, direct answer. Think featured snippets, People Also Ask boxes, voice assistant results. It’s tactical: question-based headings, answer-first paragraphs of 40 to 80 words, FAQ and HowTo schema markup. If someone asks a specific question and your content gives the clearest answer, AEO is what gets you cited at snippet level.
Generative Engine Optimisation (GEO) operates at a broader level. It’s about making your brand a trusted source for RAG-powered platforms (ChatGPT, Perplexity, Gemini) that synthesise answers from multiple sources. GEO involves semantic content clusters, entity-rich data, multimodal assets and building domain authority through co-mentions in third-party sites, directories and publications.
Here’s the part most brands are missing: you can win the featured snippet and still be completely absent from a ChatGPT response. McKinsey’s AI Discovery Survey (August 2025, surveying 1,927 consumers) found that a brand’s own website accounts for only 5 to 10% of the sources AI search platforms reference. The other 90% comes from publishers, user-generated content, affiliate sites and review platforms. So your AEO might be flawless on Google, while your GEO presence in the wider web remains thin.
Worth noting: BrightEdge found that 89% of AI Overview citations come from results ranked beyond position 100. Traditional ranking position is becoming less relevant than content structure and authority signals.
The brands that get cited will be the brands that get chosen
The data on citation advantage is hard to ignore. Seer Interactive’s study found that brands cited in AI Overviews earn 35% more organic clicks and 91% more paid clicks compared to those left out of the summary entirely.
The investment case is building, too. According to Conductor research reported by MarTech in February 2026, 32% of digital marketing leaders now rank GEO as their top priority for the year, and 97% report positive results from their efforts so far. An average of 12% of 2025 digital budgets went to GEO initiatives. Perhaps more telling, 93% of leaders are building these abilities in-house, treating AI search visibility as too strategically important to outsource.
High-maturity organisations are already spending nearly twice as much on GEO as their lower-maturity peers. That gap will be difficult to close once the default answers are set.
If 44% of consumers already prefer AI-powered search as their primary source of insight (McKinsey), and your brand doesn’t appear in those AI-generated responses, where does that leave you in the buying process?
The new front door is already open
AEO and GEO are distinct in their mechanics, but they serve the same purpose: making your brand the one AI systems trust, retrieve and cite. The practical starting point is straightforward. Audit your current AI visibility by prompting the major platforms with questions your customers ask. Identify where you appear, where you don’t and what sources are being cited instead. Then layer AEO (structured answers, schema, question-led content) with GEO (semantic depth, third-party co-mentions, multimodal assets) on top of your existing SEO foundations.
The stakes are rising. As generative AI moves beyond summaries and toward agentic systems that act on users’ behalf (booking, purchasing, recommending), the brands AI cites will increasingly be the brands AI chooses. If your content strategy still measures success by clicks alone, what happens when the click becomes optional?
(Image source: Bazoom)
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