Generative AI is changing how B2B buyers discover information online, and that shift is forcing marketers to rethink what visibility means in search.
That was a central theme in Walker Sands’ recent webinar with B2B Marketing and Priority Commerce, “Generative Engine Optimization (GEO): How B2B Marketers Can Win Visibility in the AI Era.”
During the conversation, attendees explored how AI search is reshaping the buyer journey, influencing brand discovery and changing how organizations measure search performance.
Following the webinar, I sat down with John Fairley, SVP of Marketing Operations and SEO/GEO, to dig deeper into why AI search matters now, what it means for the B2B buyer journey and how brands can improve visibility in an increasingly AI-driven search landscape.
Key takeaways
- AI-generated answers are quickly becoming a primary search experience.
- Strong SEO foundations matter, but they are no longer enough on their own.
- Topical authority, brand clarity and third-party signals all influence AI visibility.
- Marketers need to measure citations, inclusion and share of AI visibility.
- The best time to build GEO capabilities is now.
Why does AI search visibility matter for B2B brands?
AI-generated answers are quickly becoming the default search experience, with more than 90% of B2B buyers using AI in their buyer journey.
In our B2B AI Search Visibility Benchmark report, we predicted AI would become the dominant layer of search, and we’re already seeing that happen.
According to the report, the typical enterprise B2B company sees AI-generated answers appear in roughly half of Google searches for queries where it ranks. Google’s recent AI search updates suggest that percentage will continue to grow as conversational search becomes the standard experience.
One of the critically important dynamics to understand is how AI is changing the way people conduct their search experiences. Instead of relying on isolated keyword queries, users are engaging in longer conversations where AI systems use context to build responses and guide discovery.
We’re already seeing the impact in client programs. For Priority Commerce, AI-generated answers appeared in roughly 25% of relevant search keywords a year ago. Six months later, that number reached 50%. This month, it climbed to approximately 75%. I expect we’ll cross the 90% threshold before long.
As AI-generated answers become a larger part of the buyer journey, visibility within those experiences will dictate how B2B brands are discovered and evaluated.
What are three factors that influence whether a brand gets cited in AI-generated search answers?
There’s no single ranking factor for AI-generated answers, but several patterns stand out.
First, strong SEO fundamentals still matter. If your site is difficult to crawl, poorly structured or lacking authority, AI systems have a harder time understanding your relevance.
Second, topical authority is critical. Brands that consistently publish useful, in-depth content around core themes are more likely to appear in AI-generated responses.
We saw this firsthand with Priority Commerce. After improving content structure, strengthening thematic alignment and clarifying the brand’s expertise across payments, banking and treasury solutions, the company increased AI-sourced traffic by 470% and expanded its presence in Google AI Overviews across high-value fintech topics.
Brand clarity also plays a major role. If your positioning or product architecture is difficult for buyers to understand, it can be difficult for AI systems to interpret as well.
Finally, AI systems look beyond owned content. Earned media like podcasts and media placements, reviews from trusted platforms like G2 or Capterra and third-party mentions on Wikipedia or Reddit all contribute to visibility.
The most successful brands are building authority across all of these areas rather than treating GEO as a standalone SEO effort.
What are the biggest mistakes B2B brands are making when it comes to GEO and AI search visibility?
One of the biggest mistakes B2B brands are making is treating GEO as a one-time project. AI search is evolving quickly, which means visibility is not something you can optimize once and then leave alone. Brands need ongoing measurement, content updates and performance monitoring to stay competitive as search behavior and citation patterns continue to change.
AI systems don’t just evaluate what’s on your website. They also rely on earned media coverage, analyst mentions, reviews and other third-party sources to understand a brand’s authority and credibility. Organizations that approach GEO as an ongoing cross-functional effort spanning content, PR, brand strategy and search are often better positioned than those treating it as a standalone SEO initiative.
How should marketers think about measuring success in an AI-driven search environment?
Traditional metrics like rankings, clicks and traffic remain useful, but AI-generated search introduces visibility that doesn’t always result in a website visit. Brands are now being evaluated inside AI answers through mentions, citations, summaries, comparisons, and recommendations that influence buyers before they ever click.
Marketers should begin measuring citation frequency, answer inclusion and share of AI visibility across priority topics using tools like Profound or Peec.ai.
They should also connect AI visibility to downstream outcomes. Is it increasing branded search activity? Driving higher-quality visits? Influencing pipeline over time?
The organizations that adapt fastest will be the ones that evolve their measurement frameworks alongside the changing search landscape.
What is one practical action a marketing team can take in the next 30 days?
Start with a visibility assessment.
Identify your highest-priority keywords, buyer questions and solution areas, then evaluate how your brand appears in AI-generated search experiences today.
Document where your brand is cited, where competitors are showing up and where visibility gaps exist.
Many organizations still don’t fully understand how often AI-generated answers are influencing discovery in their category. The most important step is simply getting started. If you want to understand where you stand today, we’d be glad to help with a custom visibility assessment. You can reach out to hello@walkersands.com to learn more.
Any final thoughts on where GEO goes from here?
AI search isn’t simply creating a new optimization challenge for marketers. It’s changing how expertise, authority and brand credibility are discovered in the first place.
As AI-generated answers become a larger part of the buyer journey, visibility will increasingly depend on more than rankings alone. Brands that understand how they’re represented across owned, earned and third-party sources will be better positioned to influence the conversations that shape buying decisions.
The organizations gaining an advantage today aren’t waiting for AI search to mature. They’re establishing baselines, identifying visibility gaps and building the authority signals that AI systems rely on.
The good news is you don’t have to figure this out all at once. The teams making progress are starting with a clear baseline, looking closely at where they are showing up and building from there. If you want to hear the full conversation and walk through the framework in more detail, check out the full webinar on demand.
