by Nycole Walsh

If your 2026 marketing budget doesn’t account for AI search, you’re funding your own invisibility. Discovery is no longer driven by clicks, but by algorithms quietly deciding which brands deserve a place in the conversation. AI doesn’t wait for your next campaign — it surfaces what’s already out there. And in 2026, your budget will be a bet on whether your brand shows up in a world that’s stopped clicking. 

According to Kickstand and Pavilion’s 2025 research on GTM teams adapting to AI, nearly half (46%) of marketers say they’re already seeing qualified leads from AI search. But those wins aren’t random. They’re the result of smart, focused spending. The data makes it clear: some teams are funding what works, and others are crossing their fingers

Here’s where to double down.

Optimized Content is a Multiplier

This one’s not new, but it’s never been more urgent. Teams that optimized their content specifically for AI answer sets were 93% more likely to generate a meaningful volume of AI-attributable leads than teams that didn’t. 

This is because people now ask full questions, not keywords. and AI tools generate full answers. Your content has to do the same. Structured, answer-oriented, clearly authored content gives LLMs the confidence to cite you and gives buyers the confidence to click.

Budget for:

• Rewriting legacy content into Q&A formats
• Authoring expert-level POVs in high-trust channels
• Adding schema and structured data
• Refreshing outdated blog and resource pages

LLMs aren’t impressed by volume alone, they just care how well you answer the question. That means every piece of content you fund in 2026 needs to pull its weight not just in tone, but in structure, authority, and surface-level clarity.

Earned Media is a Power Lever (Yes, Still) 

Let’s not pretend earned media doesn’t matter. In fact, teams that invested in PR were 107% more likely than average to report meaningful lead volume from AI search.

But this isn’t about vanity metrics or logo walls. It’s about distribution and credibility. Earned coverage tells AI models your brand is relevant, timely, and trustworthy — especially when that coverage lives on domains with strong authority and frequent updates.

For 2026, treat PR as a strategic amplifier of your content and brand narrative, not a side hustle. Align PR goals with search visibility goals, and you’ll get more lift from both.

3P Validation is a Credibility Engine 

Review sites, analyst blurbs, and offsite citations might not be the flashiest line item in your budget—but they’re becoming some of the most influential.

According to the report, teams that invested in review platforms were 114% more likely to attribute qualified leads to AI search visibility. Why? Because these sites act as structured, credible validation sources that LLMs love to cite and that buyers trust to vet their options.

Your 2026 budget should account for:

• Paid or managed placements on high-authority review sites (G2, TrustRadius, Capterra)
• Reputation management to maintain high ratings and up-to-date profiles
• Outreach and engagement strategies to drive authentic customer reviews

This is NOT old-school review farming, but strategic signal-building for buyers and bots. If your presence on third-party sites is thin, you’re missing a key ingredient for AI visibility and leaving real pipeline on the table.

Plan Accordingly

AI is an entirely new layer of the internet, not just a fad. What’s shifting is not just how people search, but how algorithms choose what to show them. And if your brand isn’t showing up where those models are looking? You don’t exist.

Winning in AI search isn’t about gaming the system, it’s about giving the system something real to work with: structured content, authoritative mentions, and proof that your brand knows what the hell it’s talking about.

Want the full story with all the stats? Download the eBook and see what GTM leaders are prioritizing in 2026 — and how you can benchmark your own strategy.

And if you’re recalibrating your 2026 budget and want to make sure visibility is more than just a buzzword, call us. We’ve got thoughts.