Generative Engine Optimisation now in active in-production deployment at 38% of UK marketing teams in Q2 2026 — up from 11% a year ago. The fastest organic discipline adoption curve we've measured.
Leader cohort UK brands average 4.7× the AI assistant citation share of laggard cohort brands in their relevant query universe. Citation share is the dominant operational KPI.
GEO investment concentrated in five areas: schema completeness, named expert / Person markup, original data publishing, citation-shaped content, and Digital PR for authority citation.
Sector leaders: SaaS / B2B Tech (54% in production), Ecommerce / DTC (41%), Financial services (36%).
Updated quarterly by Creative Marketing Research.