Reflecting the Current Reality of Search

Tinuiti, the largest independent full-funnel marketing agency in the U.S., has announced the launch of its newly expanded AI SEO offering. As a pioneer in search marketing for over 20 years, Tinuiti recognizes that success today goes beyond keywords — it’s about shaping influence in the new age of AI-powered discoverability.

This launch follows Tinuiti’s bold go-to-market message: Love Growth. Hate Waste. — a philosophy that cuts through industry complexity and reflects the agency’s commitment to performance-driven marketing.

The Changing Search Landscape

Simon Poulton, EVP of Innovation & Growth at Tinuiti, explained: “The search landscape has fundamentally changed. We’re shifting from clicks to influence, embracing agentic relevance engineering. AI SEO ensures brands actively participate in AI-powered search, influencing how they’re discovered and represented across online interactions.”

Also referred to as Generative Engine Optimization (GEO), AI SEO responds directly to the evolution of search — from declining traditional organic traffic to the rise of generative SERP features and conversational AI platforms such as Google AI Overviews, ChatGPT, Bing Copilot, Perplexity, and more.

How AI SEO Works

Tinuiti’s offering begins with an audit of a brand’s current AI discoverability, followed by tailored strategies to strengthen visibility and influence. The approach extends beyond traditional SEO to prepare brands for AI-driven engagement.

  • Strategic Discovery & Insights: Identify key prompts, queries, and categories influencing AI-generated answers, while benchmarking competitor presence in answer engines.
  • AI Answer-Ready Content: Develop FAQ-style and thematic content designed for AI overviews and LLM responses, customized for platforms like Google, Bing, and Perplexity.
  • Technical Optimization: Implement schema markup, improve site crawlability, and refine structures for AI retrievability.
  • Measurement & Reporting: Track inclusion, sentiment, consistency, and model causal impact to prove performance over time.
  • Optional Add-Ons: Digital PR for link authority, GPT-driven scalable content aligned with brand voice, and seamless integration with paid search strategy.

Leadership & Innovation

The AI SEO practice will be led by Jen Cornwell, Senior Director of AI SEO Innovation. Cornwell previously served as SVP of SEO at Ignite Visibility, where she directed a team of over 100 practitioners. She brings a wealth of experience in developing automated processes and AI-enabled initiatives at scale. At Tinuiti, she will focus on positioning brands at the forefront of user discovery within LLMs, GEOs, and agentic solutions across platforms like Amazon’s Rufus, Perplexity, Claude, and others.

Unveiling at Tinuiti Live

The AI SEO initiative was officially introduced at Tinuiti Live, the agency’s flagship annual event held in New York City. Guided by the theme The New Marketing Imperative: Growth vs. Waste, the event featured leaders from Etsy, OLLY, Liquid I.V., poppi, eos, Once Upon a Farm, and NBCUniversal Sportscaster Maria Taylor, in front of 300+ marketers. On-demand recordings of Tinuiti Live are available here.

For more such updates, visit Techmediaglobal.com.