Informa TechTarget Unveils AI Visibility and GEO Solutions to Power Zero-Click B2B Marketing

Informa TechTarget, being a top growth partner for the B2B technology and services sector, has announced the launch of two cutting-edge content strategy solutions, namely, AI Visibility Audit and GEO (Generative Engine Optimization) Topic Planner. The solutions have been created with an objective of helping marketers in the B2B sector cope with the evolving AI-driven buyer’s journey, wherein traditional search patterns are being replaced by AI-driven discovery and zero-click interactions.

The solutions have been created as part of a broader strategic initiative aimed at enhancing brand discoverability, content relevance, and authority across AI-driven platforms. The evolving generative AI buyer’s journey is creating new challenges for marketers, and with these latest innovations from Informa TechTarget, marketers will be able to cope with these challenges and remain at the top of an increasingly complex digital world.

The AI Visibility Audit is a tool that allows organizations to see how their brand is represented across all AI platforms. The tool gives users insight into how their brand is being consumed by their audience through AI tools, as well as any gaps in visibility and accuracy, and a clear roadmap to improving overall brand visibility and authority.

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The GEO Topic Planner is another tool that complements this by ensuring that marketing teams are able to align their content strategies with the changing preferences of AI tools. The tool is designed to ensure that brands are able to create content that has significant impact while avoiding any inefficiencies in marketing spend.

These solutions are backed by Informa TechTarget’s deep expertise in content strategy, demand intelligence, and artificial intelligence. They also leverage the company’s proprietary buyer intent data and insights, along with its real-world experience in driving AI-powered audience engagement. The organization manages a portfolio of highly targeted media properties, including Dark Reading, Cybersecurity Dive, and Computer Weekly. Notably, in 2025, Informa TechTarget reported a 235% increase in AI-driven traffic across its platforms and a fourfold rise in membership sign-ups originating from AI referrals—demonstrating the growing impact of AI on audience acquisition.

“B2B organizations have only just begun to tap into the transformative potential of AI to drive innovation in products, services, and customer engagement. As the indispensable growth partner to the B2B sector, Informa TechTarget is committed to ensuring our client partners are at the forefront of this pivotal shift,” said Gary Nugent, CEO of Informa TechTarget. “We’re in a unique position to move the B2B sector forward in its adoption of, and preparedness for, all the ways in which AI is rapidly changing the B2B marketing and sales landscape, due to our expansive set of market and buyer insights, top-of-the-line content studio, marketing and tech expertise, and expansive network of industry-leading media properties.”

Generative Engine Optimization (GEO)—also referred to as Artificial Intelligence Optimization (AIO), Answer Engine Optimization (AEO), AI Search Optimization (AISO), and Language Learning Model Optimization (LLMO)—is emerging as a critical discipline for marketers navigating the shift toward zero-click search. This trend reflects a growing reliance on AI-powered answer engines such as ChatGPT, Perplexity, Claude, Microsoft Copilot, and Google Gemini, where users receive direct answers without clicking through to websites.

Supporting this shift, a Bain & Company survey found that nearly 80% of consumers now rely on zero-click results for at least 40% of their searches. Additionally, research from Forrester indicates that B2B buyers are adopting AI-powered search at three times the rate of consumers—highlighting the urgency for marketers to rethink their content strategies.

“Marketers are seeing the need and opportunity to leverage AI search as a channel to drive prospect engagement, but not everyone has the expertise, data, and tools to do so effectively yet,” said Jane Qin Medeiros, General Manager, Brand to Demand, Informa TechTarget. “With these powerful new AI visibility and GEO content solutions, we’re empowering our clients with the latest expertise and tools to ensure their brands are visible, trusted, and aligned with AI-driven shifts in audience behavior.”

“Brands need a partner who understands not just how LLMs evaluate and recommend information, but also how to actually create quality content, or update existing content, that will be deemed valuable by these LLMs—while still telling a compelling human story,” said Mandi Tompkins, Head of Studio by Informa TechTarget. “That’s why our team combines strategic guidance, technology expertise, and multimedia creative talent, so that we can bring brand stories to life where and how audiences engage with them.”

Studio by Informa TechTarget serves as a full-scale multimedia content engine, powered by a team of over 100 creators, strategists, and AI specialists. Formed through the integration of capabilities from Industry Dive’s studioID and BrightTALK Studios, the studio delivers a comprehensive range of content formats—including video, podcasts, events, design, and research reports-enabling brands to connect with audiences across multiple touchpoints.

With the launch of these AI-focused solutions, Informa TechTarget reinforces its position at the forefront of B2B marketing innovation, helping organizations navigate the shift toward AI-first engagement and capitalize on the opportunities within the zero-click economy.