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

Jessie Silapswang, Director, Digital Marketing, Zebra Technologies
Daniel Horowitz, Enterprise SEO Strategist, Salesforce
Joe Lutz, Lead, Brand, Corporate Marketing and Social Media, Securian Financial

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

Building the Internal Narrative for AI Search

AI-driven discovery is already reshaping how brands are found and understood—but internal alignment often lags behind external change. Many teams are still working to clearly articulate why this shift matters and what it means for their organization. This session focuses on how leaders are framing AI search internally in a way that drives understanding and momentum across teams.

You’ll discuss: how you’re positioning AI search to executives and cross-functional partners, what data points or signals are actually resonating, where skepticism or confusion is showing up, and how teams are building alignment without creating unnecessary alarm or noise.

Large-Group Discussion

Zero-Click Reality: What Are We Changing (Content, KPIs, and Strategy)?

As AI summaries and answer engines intercept more discovery, the impact goes beyond traffic—it’s changing how content is structured, how performance is measured, and how teams define success. This session focuses on what leaders are actually doing differently in response to zero-click behavior.

You’ll discuss: how content strategy is evolving (including structure, formats, and optimization approaches), what KPIs are replacing or complementing traffic and sessions, how teams are balancing visibility, influence, and conversion, and where zero-click is forcing tradeoffs across SEO, content, and paid strategies.

Large-Group Discussion

Navigating the AEO Tool Landscape: In-House vs. Off-the-Shelf, Evaluation, and Tradeoffs

Teams are actively testing a mix of AEO tools—from LLM visibility platforms to adapted SEO solutions and in-house builds. The challenge is deciding what’s worth investing in, how these tools fit into existing workflows, and what they actually enable.

You’ll discuss: how organizations are evaluating in-house vs. third-party solutions, which capabilities are proving most valuable across monitoring, benchmarking, and optimization, and how different approaches are shaping execution. The conversation will also explore integration with existing tech stacks, internal constraints (data, legal, IT), and where solutions are delivering impact—or falling short.

Our discussion will cover incumbent tech and emerging vendors such as:

• Conductor
• Semrush
• Brightedge
• Ahrefs (Brand Radar)
• Search Atlas
• Profound
• Peec AI
• Otterly
• RankScale