B2B marketers are under pressure to make their content discoverable by artificial intelligence (AI) platforms, but most remain unprepared, according to new research from agency 10Fold Communications.

The vendor surveyed 400 senior marketing executives across North America and Europe. Just 11% said  they have optimized most of their content — defined as 75% to 100% — for AI discovery.

Even so, marketers are shifting their priorities. More than a third (35%) cited “Generative Engine Optimization” (GEO) as their top measure of success. That was slightly ahead of brand awareness (34%) and traditional search engine optimization (SEO, 29%).

“Marketers are no longer just creating more content,” said Susan Thomas, CEO of 10Fold Communications. “They’re creating content that’s built to be found by AI. AI search is already the second largest driver of qualified leads, and forward-looking teams are investing in GEO, metadata and structured language to ensure they stay visible in an AI-first landscape.”

B2B marketers using GEO for AI discovery

The study found AI-native platforms such as ChatGPT and Perplexity now generate 34% of qualified leads from search, behind social media at 46% but ahead of organic search, email, and paid media. Adoption varies by region: 96% of companies in California and the U.K. reported having AI-searchable content, compared with 93% in France and 83% in Germany.

Marketers continue to balance new tactics with traditional channels. 65% still distribute content through Google and other browsers, while 56% also use AI-native platforms. Most consumers continue to rely on Google Analytics and SQLs to measure performance, even as GEO gains importance.

Spending trends reflect this balancing act. 37% of marketers said they are investing in GEO and AI search visibility, with another 37% funding AI-optimized content tools. 30% continue to spend on paid distribution, while about one-quarter prioritize organic reach and social amplification.

Approaches to AI discoverability are split: 51% favor metadata and tagging, while 49% are turning to tactics such as optimizing featured snippets, publishing expert-driven content, designing for natural language, or hiring GEO consultants.

The findings point to a content landscape in transition — where marketers are racing to adapt strategies for an AI-first environment but most still lack the readiness to fully capitalize.

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