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AI-native search is rapidly evolving from a place where consumers retrieve information into an agentic customer journey where they turn to AI for research, comparisons, recommendations, and eventually transactions. In this new environment, winning is no longer just about achieving a top search ranking or generating a single click. Brands must earn a place in the AI’s answer — and build the proof points, product data, reputation, and pathways that enable confident, accurate recommendations. This keynote explains why Generative Engine Optimization is not simply “SEO for chatbots,” but a new GTM discipline at the intersection of brand strategy, product marketing, data infrastructure, content, commerce, and media.
Drawing on a product-marketing and ad-tech perspective, Patricia Clark will introduce the GEO Control Tower: a practical operating model for CMOs and marketing leaders to manage earned answer visibility, third-party proof, machine-readable product and brand data, AI-native measurement, and emerging paid AI opportunities.
Key takeaways:
- Move beyond rankings and clicks to win citations, recommendations, and actions in AI-native search.
- Learn how agentic customer journeys are reshaping research, comparison, and purchase decisions.
- Build “AI confidence” through clear positioning, accurate product data, credible proof, and frictionless conversion paths.
- Use the GEO Control Tower to align content, product marketing, PR, data, web, sales, and media.
- Leave with a six-step playbook to measure share of answer and turn AI visibility into qualified demand.
Patricia Clark
Vice President, Go to Market
Nexxen