MarTech Podcast — "The Rise of AEO in 2026"

Release Date: January 7, 2026
Guest: Scott Brinker (“Godfather of MarTech”, ChiefMartec.com)
Host: Benjamin Shapiro

Episode Overview

This episode explores the ongoing shift from traditional SEO (Search Engine Optimization) to AEO (Answer Engine Optimization) in the digital marketing landscape as of 2026. Benjamin Shapiro and guest Scott Brinker dive into what AEO really means, how it builds on existing SEO principles, key tactical differences, and the new measurement challenges marketers face. They also discuss how content creation and distribution must adapt, and what marketers should prioritize as AI-driven answer engines become dominant.

Key Discussion Points & Insights

1. AEO vs. SEO: Is SEO Dead?

• AEO's Growing Importance:
  • 2026 is seeing serious adoption of AEO, but it’s only the start.
  • AI answer engines are evolving rapidly, “chasing a moving target” compared to Google search.
• SEO Is Not Dead:
  • SEO provides a crucial foundation for AEO.
  • AEO is “a layer above and beyond core SEO.”
  • AI engines still use searches via Bing, Google, and others to pull current information.
  • Much of what’s done for SEO is “still relevant,” but “we have to do more things on top.”
    • Quote – Scott Brinker [01:40]:

      “SEO is not dead. I look at AEO as very much an augmentation, like a layer above and beyond core SEO.”

2. What Actually Separates AEO from SEO?

• Conceptual Similarity, Tactical Differences:
  • Both focus on quality content, trust, and credibility.
  • The approach to building authority is shifting.
• Backlinks vs. References:
  • SEO is heavily reliant on backlinks as authority signals.
  • AEO cares about “references in natural language” — conversations (ex: Reddit) where brands are mentioned.
  • It’s less about classic link-building, more about being referenced positively “where conversations are held.”
    • Quote – Scott Brinker [03:56]:

      “AI engines … are not really mapping the world through backlinks, but they are keeping track of references, you know, particular references in natural language… Where are the conversations being held and how do we make sure our brand is there, and hopefully in a positive light?”

• Content Structure and Consumption:
  • Structured, Q&A-style content (like FAQs) is favored by LLMs for answer generation.
  • Marketers can serve simplified pages to AI agents, focusing on the core content, not full UI.
  • Customizing page format for AI ingestion is a new best practice.
    • Quote – Scott Brinker [05:59]:

      “One of the AEO recommendations these days is… you can actually serve up a simplified version of your page. Doesn’t have all the user interface crap, it’s just a markdown version of the content.”

• Optimization Boundaries:
  • Do not be deceptive: differences between user-facing and AI-facing content should not be “completely different,” just optimized for intake.

3. Content Marketing in the AEO Era

• Content is Still King:
  • Content “is as relevant as it ever was” for both humans and AI.
  • Expansion into new content types (video, audio, etc.) is increasingly valuable.
• Challenge: Loss of Visibility:
  • Marketers miss the clear, short feedback loops from Google Search era.
  • Much of the user interaction with content now happens inside AI assistants — direct measurement is difficult.
  • Need for a mindset shift:
    • Content marketing matters, but measurement practices and expectations must adapt.
    • Quote – Scott Brinker [07:08]:

      “It’s not that the content isn’t being used or it isn’t valuable, it’s that we just don’t have as much visibility into the top of the funnel of that practice… your expectations for what you can measure, they’ve got to shift.”

4. Practical Implications for Marketers

• Strategic Takeaways:
  • Continue to create high-quality content.
  • Ensure your brand is talked about in authoritative conversations across the web.
  • Structure content to be easily digestible by AI.
  • Accept reduced direct visibility into content impact; develop new measurement models.
• Content Repurposing:
  • Transform content across formats: video > audio > text > social sharing.
  • Podcasts are pitched as outperforming blogs for reach and adaptability.
    • Quote – Host [08:35]:

      “Everybody should start a podcast instead of a blog. Take your video content, turn it into audio, use an LLM to turn it into text, and then put it on social. You get the best of all worlds.”

Notable Quotes & Memorable Moments

• Scott Brinker on AEO’s Relationship to SEO [01:40]:

  “AEO is here and it is only going to become more important in 2026 ... SEO is not dead. I look at AEO as very much an augmentation, like a layer above and beyond core SEO.”

• Scott Brinker on Modern Brand Authority [03:56]:

  “It’s less about links and it’s more about... where are the conversations being held and how do we make sure our brand is there and hopefully in a positive light.”

• Scott Brinker on Optimizing for AI [05:59]:

  “If you identify something coming in as one of these AI agents, you can actually serve up a simplified version of your page... basically tailoring the content in a format that’s going to be facilitate how that AI engine consumes it.”

• Content Marketing’s New Challenge [07:08]:

  “It’s not that the content isn’t being used or it isn’t valuable, it’s that we just don’t have as much visibility into the top of the funnel of that practice … your expectations for what you can measure, they’ve got to shift.”

• Host’s Rec on Content Repurposing [08:35]:

  “Start a podcast instead of a blog. Take your video content, turn it into audio, use an LLM to turn it into text, and then put it on social.”

Timestamps for Key Segments

• 01:15 — Framing the SEO vs. AEO debate in 2026.
• 01:40 — Scott Brinker explains why AEO matters but SEO survives.
• 03:12 — Breaking down differences in authority and content between SEO and AEO.
• 05:59 — Serving simplified content to AI agents: optimizing for LLMs.
• 07:08 — Content marketing’s lasting value and new measurement challenge.
• 08:35 — Advice on multimodal content strategies and podcasting’s advantage.

Final Thoughts

This episode clarifies that while AEO is reshaping the digital landscape, the game’s high-level rules—great content, trust, and visibility—are deeply familiar to SEOs. The tactics and measurements, however, are shifting rapidly. Marketers must broaden their approach, stay nimble, and accept greater ambiguity in attribution, focusing on making their brands matter wherever people (and increasingly, AI) are talking.

Guest Contact:

• LinkedIn: Scott Brinker
• Website: chiefmartec.com

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