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Produced by Webflow, this research report draws on a survey of 400 marketers to examine the gap between Answer Engine Optimisation (AEO) ambition and actual execution. AEO refers to the practice of optimising digital content so it can be found, understood and cited by AI-powered answer engines including Google AI Overviews, ChatGPT and Perplexity.
The central finding gives the report its name: AEO has become an executive mandate, with organisations citing it as a strategic priority, yet most teams have made limited practical progress. The report surfaces the patterns distinguishing early leaders from those still stuck at the planning stage, and identifies where execution most commonly breaks down.
The research covers how teams are currently approaching AEO in practice, what barriers are slowing adoption, and what the most advanced practitioners are doing differently. The report also examines how modern marketing platforms and CMS infrastructure are enabling or constraining AEO implementation.
For destination marketing organisations and DMOs thinking about how AI search is reshaping how travellers discover destinations, the report is a timely benchmark. With AI engines increasingly mediating the discovery journey, organisations that are slow to adapt their content infrastructure risk becoming invisible in the spaces where travel intent is increasingly being formed.
Produced by Webflow, this research report draws on a survey of 400 marketers to examine the gap between Answer Engine Optimisation (AEO) ambition and actual execution. AEO refers to the practice of optimising digital content so it can be found, understood and cited by AI-powered answer engines including Google AI Overviews, ChatGPT and Perplexity.
The central finding gives the report its name: AEO has become an executive mandate, with organisations citing it as a strategic priority, yet most teams have made limited practical progress. The report surfaces the patterns distinguishing early leaders from those still stuck at the planning stage, and identifies where execution most commonly breaks down.
The research covers how teams are currently approaching AEO in practice, what barriers are slowing adoption, and what the most advanced practitioners are doing differently. The report also examines how modern marketing platforms and CMS infrastructure are enabling or constraining AEO implementation.
For destination marketing organisations and DMOs thinking about how AI search is reshaping how travellers discover destinations, the report is a timely benchmark. With AI engines increasingly mediating the discovery journey, organisations that are slow to adapt their content infrastructure risk becoming invisible in the spaces where travel intent is increasingly being formed.
