Forward-thinking B2B marketers are changing up their SEO strategies to optimise for AI, so their brand gets cited as ‘the answer’ by ChatGPT, Gemini AI and Perplexity. But watch out for three significant risks — and look for an AI-savvy B2B copywriter who can save you from AI SEO and GEO disasters.
In this strategic analysis:
Companies are spending big on AI. Deloitte’s 2026 The State of AI in the Enterprise report tracks adoption and impact. Worker access to AI rose by 50%, while 34% of surveyed organisations are starting to use AI to deeply transform.
But our analysis has found that few enterprises have started optimising their web content for AI search.
This is despite Google AI Overviews and ChatGPT summaries and citations beginning to dominate searches and AI conversations.
How can AI SEO and GEO give me a B2B competitive advantage?
Right now, there’s a big opportunity for brands to get ahead of competitors through AI optimisation. Highly effective techniques can begin to raise your profile quickly, boost ROI from your marketing budget and reduce cost-per-acquisition.
After all, why spend a fortune on search ads when AI platforms have already found your organic web content and are recommending your brand and its solutions?
Who should I use to implement an AI SEO and GEO strategy?
It’s a critical question: who’s best placed to help your marketing team give your existing content an essential AI uplift – an SEO agency, a copywriter or AI itself?
To find our way to the answer, let’s consider three potential risks:
1. You over-use AI itself for SEO and GEO – and damage your profile
Beware of any SEO agencies or copywriters that simply ask AI to do the work and optimise your content. This is lazy – and potentially damaging. You may end up with AI slop based on generic-sounding messages from companies in your niche. You can lose your brand voice and USP.
Be aware that LLMs (large language models) are trained to detect AI-on-AI loops.
So, prompting your AI to reflect various competitor websites (which may have used AI) is also a bad move. Content becomes repetitive and offers no value. You risk AI searches ranking your content as lower value because you sound like everyone else. It’s like a race to the bottom of the AI slop bucket.
Remember: You want to sound like a leader, not an LLM.
2. You trust AI with your content – and find yourself in legal trouble
Again, any SEO agencies or copywriters that rely too heavily on AI may not realise that AI-generated content has been replicated from other websites. You may end up unintentionally mirroring a competitor’s intellectual property. The AI may hallucinate too, making wild claims and offering product features that you don’t offer.
3. You fail to seize the initiative – and miss out on sales
Successful AI SEO and GEO are about more than simply turning your content into structured data that’s easy for AI to recognise (although this is important). AI engines are looking for concepts and unique insights they can use for high-quality citations.
To get in the frame, you need journalistic storytelling capabilities to explain – in a compelling way – why your solutions succeed. This is about building experience, expertise, authoritativeness and trustworthiness (E-E-A-T).
You can then optimise content in a structured way. But don’t give AI free rein with structuring decisions. AI may flatten and change your tone and content in the process — undoing all your great work. You need a sharp-eyed copywriter to ensure your voice and key messaging stays intact.
What skills do I need for AI SEO and GEO? Here’s your checklist
Whoever you choose to use, make sure they can:
• Understand how to get the best from AI SEO and GEO ✅
• Use AI as a copilot – not as your content creator ✅
• Enhance content with E-E-A-T and journalistic storytelling ✅
• Align optimised content with your messaging and brand voice ✅
In our view, an AI-savvy B2B copywriter is the best fit. They can save you from a string of AI search disasters – and find highly-effective ways to amplify your authentic voice and drive leads.
Get optimising with AI SEO and GEO
See how to boost your visibility using our AI search strategy. You can test the water quickly – and then build out a wider strategy.
Discover more on this topic
B2B copywriting case study: How to optimise for AI SEO and GEO search visibility
Credit: Main photo by Ricardo Viana on Unsplash
