Answer engine optimization (AEO), a practice aimed at making content more visible for AI-driven tools such as large language models (LLMs), is widely seen as a decisive shift for digital strategies. Yet, a majority of companies are still hesitating to take the plunge, according to a recent survey conducted by Acquia and Researchscape.
Fielded in July 2025 across the U.S. and the U.K., the survey gathered the views of more than 500 marketing professionals. It reveals that only one in five organizations has begun to implement AEO initiatives, despite a general belief that this approach will reshape digital marketing within the next three years.
Half of the small businesses and large corporations surveyed admitted they do not know how much of their traffic currently comes from LLMs. At the same time, 62% reported a decline in clicks from traditional search engines, a trend that highlights how generative AI is already transforming the way users access information.
The obstacles to adaptation are clear: 45% of respondents cited budget constraints as the main barrier, followed by a lack of internal expertise (40%). While some organizations are exploring strategies, nearly one in five said they have no plans to address AEO in the near term.
For many marketers, personalization remains the strongest tool to stay competitive. Over half of those surveyed pointed to tailored content as essential for the future, reflecting a shift in focus from quantity to relevance.
The study underlines a paradox: although AEO is expected to play a central role in digital communication, most companies remain in an observation phase. The gap between expectations and implementation suggests that the race to adapt to AI-powered search has only just begun.
