The future of generative engine optimization: How 5 GEO trends reshape loop and inbound marketing

​​GEO — or, as HubSpot refers to it, AEO — has found its place in the search landscape, and it’s reasonable to think that the future of generative engine optimization is guaranteed. According to Datos’s State of Search report , Q4-2025 saw some interesting changes. For the first time, AI tools had a consistent 1.31% to 1.34% of visits in the U.S.