AEO is overhyped (for now)

Let’s be clear: AEO (Answer Engine Optimization) is coming. But right now? It's massively overhyped.

Here’s what the data tells us:

• ChatGPT’s site traffic is flat. Less than 0.25% of web traffic goes there.

• Meanwhile, Google still commands 42% of all search traffic.

• Referral traffic to ChatGPT hasn’t changed much either.

And yet, marketers are pouring resources into AEO like it’s the second coming of SEO.

Don’t get distracted.

Yes, AEO will matter long-term. Yes, people will search across LLMs like ChatGPT, Gemini, Perplexity, and more. But this isn’t a winner-takes-all game. Just like we use different social platforms for various things (YouTube for tutorials, X for news, IG for visual inspo), people will use different AI tools based on their needs.

Here's how I break it down:

• ChatGPT = Personal memory and strategy assistant

• Claude = Best for coding and deep transcript analysis

• Gemini = Research, YouTube integration, and visual gen

• Perplexity = Directional data and fast research

• Google = Still king for business-related queries

The point? You need a multi-platform mindset. AEO isn’t the only game in town. The smart marketers will optimize for search everywhere.

Big companies are seeing real AI ROI, from JP Morgan’s digital employees to UPS saving 38 million liters of fuel. But the real impact? That’s coming in 2027.

If you're not investing in AI-native talent now, you're behind. I’m hiring people who spend $500–$2,000/month out-of-pocket on AI tools. They’re already experimenting, building, and teaching us.

That’s the bar now.

So what’s the playbook for 2026?
Try new channels.
Experiment faster.
What sticks, scale it.
What doesn’t, shelve it and move on.

Just don’t sit still.

To playing the long game,
Eric Siu

P.S.

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