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FEBRUARY 23, 2026 |
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Key stat: 42% of UK/US B2B tech CMOs say declining performance from traditional search channels is driving them to adapt for generative engine optimization (GEO) and zero-click search, tied with the 42% who say AI is changing how buyers discover and evaluate brands, according to a December report from 3Thinkrs. |
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Beyond the chart: |
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Consumer behavior validates the decline. Only 8.8% of US adults accept the top search result without further fact-checking, and nearly half (48.6%) cross-check what they find,
according to Raptive, suggesting traditional search rankings have lost the authority they once carried. |
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Meanwhile, budgets are following the shift. US enterprises dedicated 12% of their digital marketing budgets to GEO in 2025, and 94% of digital marketing leaders planned to increase that spend in 2026,
according to Conductor, confirming the move away from traditional search is already showing up in resource allocation. |
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Use this chart: Drop this in your next B2B marketing strategy deck to show that the shift away from traditional search is driven by current pain, not future anxiety. Use the twin 42% figures to justify GEO investment. Show this to teams still relying on organic search as their primary discovery channel. |
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Related EMARKETER reports: |
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EMARKETER has over 3,000 charts visualizing trends across digital advertising, ecommerce growth, Gen Z behavior, and more. See how clients use them to add credibility to strategy presentations, enhance pitch decks with market insights, and attract and engage prospects. |
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We prepared this article with the assistance of generative AI tools and stand behind its accuracy, quality, and originality. | | | |
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