Peec AI surveys 700 marketers: only 24% can prove AI search ROI
metehan777 · x · 2026-11-11
Peec AI's Q3 2026 Primary Sources report surveys 700 marketing decision-makers in the US, UK and Germany on AI search.
Key findings
- Investment drivers: competitors appearing in AI answers (43%) and customers researching/buying via AI (42%) outrank board pressure (34%) and industry hype (28%).
- Only 24% of companies can prove ROI; companies with an integrated strategy report 43% vs 23%, dedicated full-time roles 35% vs 15%, and a dedicated AI visibility platform 39% vs 24%.
- 89% raised AI search spend in the past year; 81% plan to spend more.
- Platform churn: after ChatGPT made GPT-5.6 default on Aug 8, multi-search sessions jumped from 2% in July to 61% in September; product-page citations gained while Reddit citations fell. 33% cite rapid platform change as a barrier.
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