300 enterprise leaders told us how they’re navigating AI search
For 25 years, SEO meant one thing: Rank on Google, drive traffic, measure clicks. That playbook is shifting fast.
Branch surveyed 300 enterprise marketing, growth, and digital leaders to understand how they’re responding to the rise of AI search — from ChatGPT and Perplexity to Google’s AI Overviews. What we found reveals a market moving faster than expected, placing bigger bets than most would anticipate, and navigating real blind spots beneath a surface of confidence.
Inside the report:
- Why 87% of leaders expect AI platforms to complete transactions for their company within 12 months — and what that timeline really means
- The measurement paradox: 66% are confident in their AI attribution, but 26% can’t track the customer journey from AI discovery to conversion
- Where the budget is going: 28% are dedicating more than half their 2026 marketing budget to AI search optimization
- Expert commentary from practitioners at MoEngage, M&C Saatchi Performance, Capacity Interactive, and Yodel Mobile on what the data means in practice
