Rethinking your marketing team for the AI & GEO era

For twenty years, marketing was built around one central asset: traffic . SEO produced clicks, SEA bought clicks, CRM converted clicks. Every KPI, every budget, every job description revolved around the same mechanic: getting the user onto our pages.

That mechanic is faltering.1.7 billion users now query LLMs every month, 49% of ChatGPT usage relates to information needs, and 70% of users say they trust AI for their purchase decisions. For brands, the stakes are no longer just about ranking well. It's about being mentioned . And getting there takes far more than a new tool: it requires rethinking the marketing organization, how it is budgeted, and the KPIs it tracks.