Insights on AI search optimization, AEO strategies, and research from the Wayfinder team.
AI hasn't just made bad work easier to produce. It's removed the friction that used to prevent bad work from reaching an audience. The walls were doing important work.
The industry keeps citing 8.5 billion daily Google searches to dismiss AI search. But when you actually decompose that number, the searches that shift consumer decisions are a fraction of the headline.
The advertising industry has spent years claiming AI will kill creativity. The data tells a different story: most creative work was already mediocre, and AI just made that impossible to ignore.
The GEO industry is measuring the wrong thing. AI search is brand building, not performance marketing — and the data proves it. Here's what to do instead.
How to conduct an AI accessibility audit of your site using free tools
I ran 3,348 AI navigation tasks across 269 websites. Here's what actually determines whether AI agents find your content.
