Forrester on How GenAI is Reshaping Shopping and Reviving SEO
Forrester contributor Nikhil Lai has published an article on how GenAI reshapes shopping and revives SEO.
Nikhil Lai says, “Search engines’ potential to become full-funnel one-stop shops makes search engine optimization increasingly significant. But unlike search engines, which are top of mind for CMOs and now CFOs, SEO is relegated to the weeds of schema markup, sitemaps, log files, and crawlers. SEO’s marketing problem, based on its reputation for tediousness, technical difficulty, and low return on effort, hamstrings SEO processes. Thirty-eight percent of B2C marketers, according to Forrester’s Q2 2025 CMO Pulse Survey, cite “getting buy-in from various SEO stakeholders, including content, IT, and paid search” as their greatest SEO-related challenge.
That’s changing as vendors across the SEO landscape increasingly automate content and technical SEO workflows, precisely measure SEO’s short- and long-term impacts, and adapt to AI-integrated search. The Forrester Wave™: Search Engine Optimization Solutions, Q3 2025, evaluates the top seven vendors in the SEO market on criteria spanning their current offerings and strategies. You can chat with our Wave using Izola and customize the Wave to identify vendors that match your particular criteria.”
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