Zeta launches AI search optimization as traditional queries decline

Zeta Global announced its Generative Engine Optimization solution on September 17, 2025, positioning the tool as a response to fundamental shifts in consumer search behavior. The AI Marketing Cloud company integrated the GEO capability into its Zeta Marketing Platform to address declining traditional search usage.

According to Gartner, query volume on traditional search engines will fall by 25% next year as users increasingly rely on AI systems for synthesized answers. This shift represents a significant departure from established search patterns that have dominated digital marketing for two decades.

Bain & Company data reveals that 80% of consumers currently use generative AI for 40% of their searches. The statistics underscore the urgency for brands to adapt their visibility strategies beyond conventional search engine optimization approaches.

The new GEO solution operates within Zeta's existing marketing platform infrastructure. Brands can monitor their representation across leading AI systems including ChatGPT, Gemini, and Claude through the integrated dashboard. The tool provides specific recommendations for optimizing brand presence in AI-generated responses.

"Generative engines are becoming the new front door of digital discovery. If you're not present and accurate in the answer box, you're invisible," said David A. Steinberg, Co-Founder, Chairman, and CEO of Zeta Global. The executive emphasized the platform's ability to identify inaccuracies and deliver optimization strategies directly within the marketing interface.

Technical capabilities of the GEO solution encompass six primary functions. The system tracks brand visibility and sentiment across AI platforms through an AI Visibility Leaderboard. It identifies citation gaps, hallucinations, and off-brand answers that may appear in AI-generated content. The platform leverages Zeta's proprietary data to inform optimization strategies specific to each brand's market position.

Content optimization features focus on making materials ready for large language model processing. This includes structuring information as questions and answers, creating summaries, and organizing metadata in formats that AI systems can effectively parse and reference.

Competitive analysis tools allow brands to benchmark against rivals and monitor AI share of voice metrics. The platform measures the impact of optimization efforts through quantifiable metrics rather than general visibility assessments.

Strategic alignment capabilities unify public relations, search engine optimization, and content marketing into a cohesive approach specifically designed for AI-facing strategies. This integration addresses the fragmented nature of current optimization efforts across different marketing disciplines.

"For the past 20 years, marketers optimized for search engines. The next 20 years will be about optimizing for generative engines that generate high quality visitors," said Neej Gore, Chief Data Officer at Zeta Global. Gore highlighted the platform's focus on actionable recommendations that marketing teams can implement quickly.

The solution addresses specific challenges emerging from AI-driven search behaviors. Traditional search engine optimization relies on keyword matching and page ranking algorithms. Generative AI systems synthesize information from multiple sources to create original responses, fundamentally altering how brands achieve visibility.

Citation accuracy becomes critical in this environment. AI systems may reference outdated information, misattribute statements, or generate responses that don't accurately represent brand positions. The GEO solution monitors these issues across multiple AI platforms simultaneously.The platform addresses what Steinberg described as brands becoming "invisible" in AI-generated responses. Marketing teams can now identify when AI systems present incorrect information about their companies or products. The solution provides specific recommendations for correcting these inaccuracies through content optimization and strategic information placement.

Zeta's announcement comes amid broader industry recognition of AI search optimization challenges. iPullRank's 20-chapter AI search optimization manual highlighted technical differences between traditional SEO and AI optimization, noting that AI platforms process content as individual chunks rather than evaluating entire web pages.

The GEO solution will become available within the Zeta Marketing Platform in the coming weeks. The company has not disclosed specific pricing information for the new capability, though it operates as an integrated feature within existing platform subscriptions.

Data from Similarweb's AI tracking platform indicates AI platforms generated 1.1 billion referral visits in June 2025, representing a 357% year-over-year increase. This growth validates the strategic importance of AI optimization tools like Zeta's GEO solution.

Research published by PPC Land shows AI search visitors convert 4.4 times higher than traditional organic traffic, despite representing smaller overall volumes. This conversion advantage makes AI optimization particularly valuable for businesses focused on revenue generation rather than pure traffic metrics.

The marketing industry continues adapting to AI-driven search behaviors. Google's John Mueller warned against aggressive promotion of AI optimization acronyms, suggesting focus should remain on fundamental content quality and user experience rather than specific terminology frameworks.

Recent ChatGPT improvements reduced hallucinations by 45% while enhancing shopping intent recognition. These platform developments create more predictable environments for marketing teams implementing AI optimization strategies.

Timeline

• September 17, 2025: Zeta Global announces Generative Engine Optimization solution
• August 14, 2025: Google's John Mueller warns against AI SEO acronym spam
• July 28, 2025: Similarweb launches dual AI tracking platform
• July 27, 2025: McKinsey identifies AI agents reshaping advertising
• July 15, 2025: Marketing agency proves AI response manipulation
• July 11, 2025: Study finds 20% AI PPC advice contains errors
• June 18, 2025: SEO expert releases AI optimization checklist 
• June 16, 2025: Research shows AI visitors worth 4.4x more

Summary

Who: Zeta Global, an AI Marketing Cloud company traded on NYSE under ZETA, led by Co-Founder David A. Steinberg and Chief Data Officer Neej Gore.

What: Launch of Generative Engine Optimization solution integrated into the Zeta Marketing Platform, enabling brands to monitor and optimize their presence across AI systems including ChatGPT, Gemini, and Claude.

When: Announced September 17, 2025, with availability planned for the coming weeks within the Zeta Marketing Platform.

Where: The solution operates within Zeta's existing marketing platform infrastructure, targeting AI-generated responses across multiple generative AI platforms.

Why: Traditional search engine query volume is declining 25% annually according to Gartner, while 80% of consumers use generative AI for 40% of their searches per Bain & Company research, creating urgent need for AI optimization capabilities.