Does Your Business Actually Need to Optimize for AI?

In 2026, the digital landscape has moved beyond the “hype” phase of AI. For businesses and marketing teams, the goal is no longer to be everywhere, but to be exactly where your customer makes their decision.

Why chasing the algorithm might be distracting you from your customers.

The term “Generative Engine Optimization” (GEO) is the buzzword of the year. Every SEO agency is promising to get your brand cited by ChatGPT, Gemini, and Perplexity. But as we enter 2026, a surprising truth has emerged: For many businesses, AI optimization is a secondary priority.

To understand if you need to optimize for AI, you first have to understand the modern, non-linear customer journey.

The Myth of the Straight Line

A decade ago, the journey was simple: Search → Click → Buy. Today, it’s a web of influence. A customer might see your product in a TikTok Reel, read a critique in a Reddit thread, ask an AI assistant for a comparison, and finally buy through a direct branded search.

If you focus solely on being the “AI answer,” you might miss the social media moment that sparked the desire in the first place.

When AI Optimization is Non-Negotiable

There are two specific categories where AI optimization is your most powerful weapon:

• The “High-Research” Path (Universities & Education): Prospective students don’t just search for “best colleges.” They ask AI: “Compare the engineering programs at X and Y based on tuition, campus diversity, and job placement rates.” If your data isn’t structured for AI to read, you don’t even make it onto the comparison table.
• The “Comparison” Path (Large Purchases): When buying a car or enterprise software, users rely on AI to synthesize thousands of reviews and spec sheets. If an AI says, “Model A is better than Model B for city driving,” that carries more weight than any billboard.

When Human Trust Beats AI Logic

Conversely, if you are a local plumber, a boutique lawyer, or a high-end restaurant, a “citation” in ChatGPT is far less valuable than a five-star review on Google Maps or a recommendation in a local Facebook group. In these sectors, immediacy and human social proof drive the conversion—not an AI summary.

The Bottom Line: Don’t let the “AI FOMO” pull your budget away from the platforms where your actual customers are spending their time.

Beth Yaeger

Beth Yaeger is a highly experienced web professional and SEO consultant with a 25-year track record. Her multimedia degree from Bradley University, combined with years of freelance and agency experience, equips her with the expertise to deliver impactful strategies for clients and marketers.