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AI is rewriting how consumers discover, evaluate and choose brands. As search shifts from ranked links to generated answers and agent-led journeys, marketers must optimize not only for clicks, but for visibility, trust and citation. This session will demystify AEO and GEO and provide a practical framework for making content AI-readable, strengthening authority signals and measuring performance across emerging AI-driven experiences. Attendees will leave with clear actions to improve discoverability and prepare their brands for the next generation of customer journeys.
What attendees will learn
How AI assistants decide which brands to cite, and a practical framework to make your content discoverable, trusted and measurable in AI-driven search.
Top takeaways
- Citations are the new clicks. SEO gets you found in links; GEO gets you cited in AI answers.
- Make content AI-readable. Use clear structure, schema markup and accurate, up-to-date data.
- Show your authority. Reviews, expert mentions and consistent messaging win AI recommendations.
- Track AI performance. Measure citations and AI referrals, which convert at much higher rates.
- . Start with what you have. Most of the signals AI needs are already in your business.
Gerardo Amaya — Americas Partner CTO, Microsoft
Gerardo helps enterprise leaders move AI from pilot to P&L impact. A 15-year veteran of consulting and technology strategy (Microsoft, KPMG, Deloitte), he focuses on the issues marketing leaders face now: differentiating when everyone claims the same AI story, governing AI without losing speed, and rebuilding customer-facing workflows around agents.
