Fireside Chat: AI Visibility Myth Busters

This session explored how the rise of AI-driven search and large language models is transforming the way brands achieve online visibility. Instead of relying only on traditional SEO rankings, brands now need to ensure they appear inside AI-generated answers on platforms like ChatGPT, Perplexity, Gemini, and Bing. The discussion introduced Generative Engine Optimization (GEO)—a new approach that focuses on structuring content so AI systems can easily retrieve, understand, and synthesize it. Speakers emphasized creating high-quality, structured, and authoritative content, using semantic data and clear information “chunks” that AI agents can extract. They also highlighted new ways to measure success, such as AI share of voice, citations in AI responses, and conversion impact, rather than just website traffic. The key takeaway for marketers and CMOs is that AI visibility is becoming the next evolution of SEO, requiring experimentation, cross-functional collaboration, and a deeper understanding of how AI systems discover and present information.