3:00PM - 4:30PM ET

CMA Marketing Week: Beyond SEO: How AI is Rewriting the Rules of Brand Discovery

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Search is no longer just about rankings; it’s about being the answer AI chooses.

In this session, Dylan MacNeill explores the shift from traditional SEO to Generative Engine Optimization (GEO), where platforms like ChatGPT and Google AI Overviews are reshaping discovery. With minimal overlap between search results and AI-generated answers, rankings alone no longer guarantee visibility. Learn how search is evolving from blue links to curated recommendations, why zero-click behavior is rising, and how traffic is being redistributed across new discovery channels.

Dylan shares practical strategies to help brands adapt covering technical foundations, AI-friendly content structures, and ways to earn citations, trust, and influence.

What you will Learn:

  • Why traditional SEO rankings no longer guarantee visibility in an AI-driven search landscape
  • How Generative Engine Optimization (GEO) changes the way brands are discovered and cited by AI models such as ChatGPT, Perplexity and Google AI Overviews
  • The shift from “blue links” and click-based journeys to AI-generated answers and zero-click experiences
  • How user behavior is moving from searching and browsing to asking and receiving direct recommendations from AI models
  • The key technical foundations required for AI visibility
  • How to structure content to increase the likelihood of being cited, summarized, and recommended by AI Models
  • How digital PR, brand mentions, and content placement across trusted third-party sources directly influence whether AI models choose to surface your brand in answers

  • What Answer Engine Optimization (AEO) is and why it matters for Canadian brands right now
  • How AI models like ChatGPT, Perplexity, and Claude decide which brands to recommend
  • The key differences between traditional SEO and AI search, and where marketers get it wrong
  • How to audit your brand's current visibility across AI platforms
  • What content and credibility signals you need to become a trusted source in AI search results
  • How AI models can misrepresent your brand, where hallucinations happen, and the risks of inaccurate recommendations.


Dylan MacNeill, Director, SEO, NP Digital

Dylan MacNeill is Director of SEO NP Digital, where he helps enterprise brands win visibility in a world where search is no longer just Google. With 12+ years in digital marketing, Dylan specializes in scaling organic growth strategies that adapt to how people discover brands and information today. His work sits at the intersection of SEO, Digital PR, and Content, with a focus on Generative Engine Optimization (GEO) and Answer Engine Optimization (AEO).

speaker

Dylan MacNeill

Director, SEO

NP Digital

Major Sponsors

  • CIBC-800x450
  • lg2
  • Microsoft-2023