In many cases, not really.
Most of the practices that help your content appear in AI-generated answers are already part of good SEO. Things like publishing content that clearly answers user questions, structuring information logically, and adding FAQ sections have been SEO best practices for years.
So if someone is charging extra for “AEO” (answer engine optimisation) but is only doing those same things, you’re probably paying for work that should already be included in a solid SEO strategy.
However, there are cases where additional work does make sense.
For example, implementing structured data can help search engines and AI systems better understand your content. Technical improvements — like ensuring important content isn’t hidden behind JavaScript or difficult for crawlers to access — can also make your site easier for AI tools to read and summarise.
A simple way to evaluate whether you actually need AEO is to ask about your brand, product, or industry in tools like ChatGPT or Google’s AI Mode.
If your business rarely appears, shows up with inaccurate information, or isn’t mentioned at all, it may be worth investing in deeper work focused on improving how AI systems discover, understand, and cite your content.