Search & GEO: The Marketing Playbook for an AI-First World
Search is no longer just about ranking on a page of blue links. As AI-powered engines reshape how people discover information, evaluate brands, and make decisions, marketers are navigating a fundamentally different search landscape—one where visibility increasingly depends on being understood, trusted, surfaced, and cited by both traditional search engines and generative AI.
Last year, GEO was a new acronym communicators were racing to understand. This year, it’s becoming a discipline with real data, real tools, and real lessons about what drives visibility in AI-powered search. But as AI engines verify sources, interpret multimodal content, and vary dramatically in how they surface and cite information, the playbook is evolving quickly.
This session looks beyond the early GEO hype to explore what search looks like in an AI-first world: which SEO and GEO strategies are delivering results, which assumptions are already outdated, how brands can measure visibility across an increasingly fragmented search ecosystem, and what marketers should be preparing for next.