AI is transforming how people search for and discover info about companies, brands and products. Gartner predicts that organic traffic from traditional search engines will decrease by 50% by 2028 as users turn to AI answer engines such as ChatGPT, Microsoft Copilot, Perplexity and Google’s AI Overviews. This shift requires a new playbook for ensuring brand visibility but also for managing corporate, brand and employer reputations when LLMs don’t just return a list of results but provide authoritative, opinionated summaries in response to nuanced questions. This session will show how integrated and internal comms can help steer those summaries, protect accuracy and keep purpose-driven messages intact while optimizing visibility in the era of AI search. You’ll learn:
- AI Search Basics: The fundamental differences between LLM search and traditional search engines and what this means for the old SEO playbook.
- Implications for Communicators: How AI search is impacting not just brand visibility but also reputations.
- Generative Engine Optimization (GEO): How a new discipline is emerging for monitoring and optimizing brand presence in LLM responses and the key channels influencing AI perceptions.
- Cross-Functional Strategies: Best practices for making your integrated comms approach AI-ready.
- Search Visibility Scorecard: How to benchmark your brand visibility and measure sentiment across key brand areas.
