LLMO/GEO Benchmark Study 2025: How are Swiss companies optimising for AI search? digitalleverage.ch

AI search is everywhere. Big claims, big fears, big promises. Yet, a lot of it feels disconnected from what is actually happening inside companies. So we wanted a clearer picture. No guru talk. No assumptions.

Between August and September 2025, we asked clients, contacts and colleagues across the marketing scene for their view.

237 marketing managers with a focus on organic search responded.

Here are the three most interesting insights:

𝟭. 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆: Only 8% of companies had a clear LLMO strategy for 2025. Most teams are stuck in a grey zone. They take first steps, but can’t rely on a coherent process yet. This gap is far bigger than what the industry narrative suggests.

𝟮. 𝗘𝘅𝗲𝗰𝘂𝘁𝗶𝗼𝗻: Despite lacking strategy, many teams are already optimising content, website structure and tech. Investments in digital PR and external visibility, which matter for AI systems, are still barely tapped.

𝟯. 𝗧𝗿𝗮𝗰𝗸𝗶𝗻𝗴: More than half of the companies surveyed do not track their AI visibility. Without measurement, targeted optimisation is barely possible. The few teams ahead combine classic SEO tools with new prompt tracking tools.

𝗠𝘆 𝘁𝗮𝗸𝗲: Although AI search may not look like a priority to many yet, our survey has also shown that marketers are not disengaged. They are overloaded. Time, budget and a lack of know-how are the main blockers. But change is coming. Roughly a quarter of teams expect more budget in 2026, and C-level support is higher than ever.