""I don't mean this in any sort of braggadocious way, but oftentimes, we have more experience than the consultants do because we're practitioners and we're living it day to day," said Michael Lacorazza, CMO at U.S. Bank."
"More than 26.4% of the U.S. population will turn to generative AI for search this year, a growth of 12.7%, according to eMarketer's June 2025 forecast."
"Natasha Wallace, chief strategy officer at Jellyfish, said that the company's clients had recorded a decrease in web traffic from unbranded searches of between 30% and 70%."
"Pfizer saw the GEO opportunity coming, and recognized how it's reshaping how our brands are discovered, understood and trusted."
Major advertisers like Pfizer are transitioning their SEO and AI discoverability efforts in-house, reflecting a growing urgency over the evolving search landscape. Pfizer built its internal capability in about 60 days, hiring experienced professionals. Other companies, including Georgia Pacific and U.S. Bank, are also establishing internal teams for SEO and AI. The rise of generative AI is significantly impacting search traffic, with some brands experiencing decreases of 30% to 70% in unbranded searches, raising concerns among CMOs.
Read at Digiday
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