B2B tech CMOs in the UK and US shift focus to generative engine optimization as traditional search falters

B2B tech CMOs are shifting focus from traditional search due to declining performance and AI's impact on buyer behavior. Forty-two percent of UK/US B2B tech CMOs report traditional search is underperforming, prompting adaptation for generative engine optimization (GEO) and zero-click search. This mirrors the 42% who believe AI is changing buyer discovery and evaluation. Consumer behavior shows less reliance on top search results, with many fact-checking. This trend is reflected in marketing budgets, with enterprises increasing GEO investment for 2026.