Which developments shape the outlook?

1. Will native reporting reduce the need for paid monitoring?

It should change the buying conversation, but replacement is not established. Google now provides dedicated generative-AI reporting. Bing expanded its AI Performance preview in June with intents, topics, citation share and comparison features. These announcements create a reason to test what native reporting already answers before purchasing overlapping functionality. (developers.google.com)

Our inference: Independent cross-engine sampling, raw evidence, accuracy review and implementation support should face a clearer value test than a generic “visibility dashboard”.

2. Will measurement standards become a procurement requirement?

That is a reasonable scenario, not a certainty. The IAB’s framework gives buyers a shared vocabulary for evaluating measurement quality. We suggest incorporating its distinction between directional and decision-grade evidence into requests for proposals, while asking suppliers to demonstrate—not merely assert—their methodological rigour. (iab.com)

3. Who should own implementation?

One current job description illustrates an integrated approach. Watershed’s AEO/GEO & Web Lead role combines AI visibility, website infrastructure, conversion optimisation, experimentation and pipeline responsibility. It is an employer’s stated role design, not proof of a market-wide hiring trend or a successful implementation. (jobs.ashbyhq.com)

Our recommendation: Give the programme a delivery owner who can coordinate web, product marketing, content and analytics—not just receive supplier reports.