Agenda

Large-Group Discussion

From SEO to AI Search: Ownership and Swim Lanes

Who owns AEO? Search? Web? Comms? Social? Or everyone — and therefore no one? As AI-driven discovery blurs traditional boundaries, many organizations are still defining swim lanes and decision rights. This session focuses on how leaders are structuring ownership in a way that enables progress instead of paralysis.

You’ll discuss: centralized vs. distributed models, where AI search sits relative to SEO, how social and PR are influencing LLM outputs, budgeting implications, and how leaders are preventing duplication across teams. The goal isn’t a perfect org chart — it’s clarity that unlocks forward motion.

Large-Group Discussion

Operationalizing AI-Driven Search Strategy Across Teams

Once ownership is defined, execution begins. Join fellow digital, search, and communications leaders for a candid discussion about turning AI search from theory into action. As AEO, GEO, and generative engines reshape discoverability, teams are being asked to move quickly — often without clear mandates or roadmaps.

You’ll discuss: governance models that actually work, aligning technical and narrative priorities, balancing experimentation with brand risk, and how leaders are sequencing diagnostics, optimization, and reporting in a rapidly shifting landscape.

Panel

Adapting to A.I.’s Impact on Brand Discovery and Reputation

AI-driven search is rewriting the rules of brand discovery. As algorithms shape how audiences find and interpret information, even the strongest brand narratives risk being summarized — or distorted — by systems outside our control. How can leaders stay visible, accurate, and trusted in this new landscape? Join fellow social media and communications leaders for a candid, future-focused conversation on how AI is redefining discovery, influencing perception, and reshaping reputation management.

Large-Group Discussion

AI Search Visibility: Benchmarking in an Evolving Measurement Landscape

How do you measure something that changes every four weeks? In this session, AEO leaders will compare how they’re benchmarking visibility, citation sources, sentiment, and share of voice across LLMs and AI search environments. With inconsistent outputs across tools and models, the goal isn’t perfect precision — it’s directional confidence.

You’ll discuss: how teams are defining “LLM share of voice,” what metrics are resonating with executive leadership, how frequently benchmarks are refreshed, and where current tools fall short. Expect an honest exchange about what feels reliable, what feels volatile, and how leaders are reporting progress in a zero-standardized world.

Large-Group Discussion

Internal Education: Explaining AI Search to Unconvinced Stakeholders

Not everyone believes AI search will meaningfully impact brand visibility — yet. This conversation focuses on how AEO leaders are educating CMOs, product teams, legal, and finance stakeholders about why this shift matters now. From web traffic declines to narrative control and knowledge graph accuracy, the stakes are often clearer than the strategy.

You’ll discuss: how to communicate urgency without alarmism, the most persuasive data points and executive-ready narratives, handling skepticism around “another shiny object,” and how teams are building internal champions across marketing, comms, and digital functions.

Large-Group Discussion

Zero-Click Search: How Are We Talking About Declining Traffic Internally?

As AI summaries and answer engines intercept traffic before it reaches brand websites, many teams are facing hard questions about performance, ROI, and attribution. This session creates space for honest discussion around the zero-click reality — and how leaders are reframing success beyond sessions and page views.

You’ll discuss: shifting KPIs from traffic to visibility and influence, aligning paid and organic expectations, communicating long-term brand equity vs. short-term performance, and how to explain web traffic dips without triggering panic. This is a grounded conversation about narrative control inside your own organization.