The 2026 Generative AI Landscape Report

“…it’s clear that AI influence is happening. What marketers need now is a new way to measure and attribute that impact.”

"Although AI remains smaller than these established categories, its growth trajectory is fundamentally different, as it continues to establish itself as a foundational layer of the internet for multiple use cases."

“When adoption climbs fastest among older users, it's a signal the technology is moving past early-adopter hype and into everyday habit. Growth concentrated in younger demographics can fade with trends; growth spreading into older generations is often what durable, mainstream adoption looks like.”

"As usage of AI and AI mode has increased, we see that searches are increasing in length and people are now adopting a new more natural way to search and discover.”

"In my studies, I see over and over again that users focus on brand mentions instead of clicking on sources. Visibility is success."

"GEO is a new layer on top of traditional SEO, but many of the fundamentals that drive visibility remain the same. Every major AI search product relies on live retrieval, which is dependent on positioning well within search engines. If your organic visibility dips, your AI search visibility will follow, as language models are less likely to retrieve your content."

"The data shows a clear disconnect between the pages ChatGPT cites and those receiving referral traffic. 65% of cited URLs sit two or three folders deep, with folder depth two alone accounting for 41.7% of citations. In contrast, 58.8% of AI referral traffic lands on homepages."