Kelly Cutler, associate professor and associate director of research at Northwestern University’s Medill Spiegel Research Center, was featured in the Association of National Advertisers (ANA) discussing the rapid shift from traditional search engine optimization (SEO) to generative engine optimization (GEO). The article highlights findings from Spiegel Research Center research showing that while 95% of senior marketers already use AI in their search workflows, many organizations still lack the governance and measurement frameworks needed to keep pace with AI-driven discovery.
The ANA article explores how AI-powered search is changing the way brands are discovered online. It also examines why governance, measurement and content strategies will play an increasingly important role as marketers adapt to generative search.
Read the full article on the ANA website.