AEO Was Overhyped in 2025. Here's What Actually Wins.

AEO was the most over-hyped theme of 2025.

Everyone heard "AI search is replacing Google" and started an arms race. More content. More investment. More AI-generated pages optimized for ChatGPT and Perplexity.

This is the fundamental problem. When everyone creates more content with AI, nobody stands out. If 100 companies in your space all use AI to generate "optimized" content for the same prompts, you haven't differentiated.

AEO is becoming what SEO became. A table stakes activity that everyone does, which means it stops being a competitive advantage.

The AEO Arms Race

Let's be honest about what happened in 2025:

Marketers discovered that buyers were researching in ChatGPT. Agencies started selling "AEO services." Companies scrambled to create content that would get cited in AI responses. Everyone published guides on "how to optimize for AI search."

And it worked—briefly.

Early movers saw real results. When you were the only company in your category actively optimizing for LLM visibility, you captured disproportionate AI search traffic. First mover advantage was real.

But here's what happens to every marketing channel: once it works, everyone piles in. And once everyone piles in, the advantage disappears.

We're watching AEO follow the exact trajectory of SEO:

• Phase 1: Early adopters gain significant advantage
• Phase 2: Best practices emerge, more companies adopt
• Phase 3: Everyone does it, advantage normalizes
• Phase 4: It becomes table stakes, not differentiator

AEO is accelerating through these phases faster than SEO did. By mid-2026, basic AEO will be expected, not exceptional.

The Content Volume Trap

The default response to any marketing challenge is "create more content." AEO made this worse because AI can generate content at scale.

So companies did the obvious thing: they used AI to create AI-optimized content. More FAQ pages. More comparison posts. More "comprehensive guides" stuffed with keywords that LLMs might cite.

The result? A flood of content that all sounds the same, answers the same questions the same way, and provides no actual differentiation.

When 100 competitors all publish "What is [category]?" pages optimized for the same AI queries, you've created a commodity. LLMs have more sources to choose from, but buyers don't have any reason to choose you over alternatives.

More content doesn't equal more advantage. It equals more noise.

The Real Gap: Found vs. Chosen

Here's what the AEO hype missed:

Being found is not the same as being chosen.

Yes, you need to show up in AI search results. Yes, you need LLMs to cite your content accurately. Yes, you need visibility when buyers research your category.

But showing up is just the beginning. The buyer who finds you in ChatGPT still has to evaluate you, still has to compare you to alternatives, still has to decide you're worth their time.

And that's where most AEO strategies fail. They optimize for discovery but not for decision. They focus on getting cited but not on converting the buyer who reads the citation.

The companies that win in AI search won't win because they created the most content. They'll win because they created the most intelligent experiences.

What Actually Differentiates

If everyone can optimize content for AI search, content optimization isn't the differentiator. So what is?

Not More Pages. Better Conversations.

Static content—even AI-optimized static content—has a ceiling. It can inform but it can't adapt. It can answer predicted questions but not actual questions. It can be found but it can't engage.

The shift that matters isn't from human-written to AI-optimized content. It's from static content to intelligent conversation.

When a buyer researches your product in ChatGPT and then visits your website, what happens? If the answer is "they read more static content," you haven't differentiated. If the answer is "they engage with an AI that understands their specific situation and helps them evaluate," you've created something competitors can't copy with content alone.

Not More Keywords. Real Answers.

AEO content is optimized to be cited. But cited content is generic by nature—it has to work for any buyer asking a similar question.

Real answers are specific. They respond to this buyer's use case, this buyer's constraints, this buyer's comparison set. They don't just match keywords; they understand intent.

The company that can provide real answers—not pre-written content that approximates answers—creates an experience that AEO-optimized pages can't match.

Not Optimized Content. Actual Intelligence.

Here's the core distinction: optimized content is still just content. It sits on a page. It waits to be found. It hopes the buyer's question matches what was anticipated when it was written.

Actual intelligence responds, adapts, and engages. It doesn't wait to be found—it meets the buyer where they are. It doesn't hope questions match—it understands and answers what's actually asked.

Every company can create optimized content. Not every company can deploy actual intelligence.

The Post-AEO Playbook

AEO isn't wrong. It's necessary. You still need to show up in AI search. You still need LLMs to understand and cite your product accurately. The companies that skip AEO entirely will be invisible.

But AEO alone is no longer sufficient.

Here's what the winners are doing differently:

1. Treating AEO as Foundation, Not Strategy

AEO is the baseline—the minimum required to compete. It's not the differentiator. Treat it like you treat basic SEO: do it well, do it efficiently, but don't pretend it's your competitive advantage.

The strategic investment goes beyond AEO into experiences that competitors can't replicate with content.

2. Investing in Engagement, Not Just Discovery

What happens after a buyer finds you? That's where differentiation lives.

If your post-discovery experience is "read more pages and fill out a form," you're competing on content—a commodity. If your post-discovery experience is "engage with intelligence that helps them evaluate," you've created something different.

3. Building Intelligence Infrastructure

Content is a cost center that requires constant creation. Intelligence is infrastructure that compounds over time.

Every conversation generates data. Every question reveals buyer needs. Every interaction improves understanding. Companies building intelligence infrastructure get smarter with every buyer engagement. Companies creating content just have more content.

4. Optimizing for Conversion, Not Just Citation

The metric that matters isn't "how often are we cited in ChatGPT." It's "how often do buyers who find us in ChatGPT become customers."

Citation is a vanity metric if it doesn't convert. The companies winning in AI search measure the full journey: from AI discovery to website engagement to qualified pipeline.

The Next Competitive Battleground

2025 was the year of AEO discovery. Everyone realized AI search mattered and rushed to optimize.

2026 is the year of AEO normalization. Basic optimization becomes standard, advantages compress, and companies discover that content alone doesn't differentiate.

2027 and beyond? The battleground shifts to intelligence.

The question won't be "does your content show up in ChatGPT?" It will be "what happens when a buyer who found you in ChatGPT engages with your product?"

Can you answer their specific questions instantly?
Can you understand their use case and provide relevant guidance?
Can you qualify and convert without human intervention?
Can you learn from every interaction to improve?

These aren't content questions. They're intelligence questions. And they're where competitive advantage is shifting.

The Uncomfortable Truth

Most companies are still celebrating their AEO wins from 2025. They see improved LLM visibility and think the work is done.

It's not done. It's just beginning.

The visibility gains from early AEO adoption are real but temporary. As competitors catch up—and they will—the advantage disappears. What remains is what always determines winners: the ability to help buyers better than alternatives.

AEO helps you be found. Intelligence helps you be chosen.

Most companies are optimizing to be found. The winners will optimize to be chosen.

In 2026 and beyond, which are you building toward?