Jason Khoo

8:00 a.m.–8:45 a.m. PT — Wednesday, November 18, 2026

Keynote Panel: From Search to Suggestions: Repositioning Your Brand for the AI-Native Customer

For two decades, the search bar was the great equalizer—the one place a customer arrived neutral, ready to be won. That moment is disappearing. AI assistants now intercept discovery long before the click, returning a single synthesized answer with preferences and recommendations already baked in. Your customers aren't searching for you anymore; they're asking about you, and a model that never requested your permission is summarizing your brand narrative on your behalf. For senior marketers, this is more than a channel shift—it's a fundamental rethink of what brand presence, share of voice, and "ranking" even mean when the homepage may never get a visit.

This keynote panel brings together SEO, partnership, and product marketing leaders to unpack how brands earn the recommendation, not just the ranking, in an AI-mediated funnel. Expect a candid, practitioner-level conversation on Generative Engine Optimization (GEO), the credibility and entity signals that get a brand cited, and how to protect voice, accuracy, and attribution when AI sits between you and the customer. The throughline: vague positioning gets averaged out, while specific, defensible narratives get surfaced—making the AI-native era a forcing function for sharper marketing.

Key Takeaways

• Rethink visibility for a "zero-click" world where winning the AI recommendation matters more than winning the ranking.
• Unpack Generative Engine Optimization—the structured, authoritative content and consistent entity signals that get your brand cited inside the answer.
• Reposition brand and content to be machine-readable and recommendation-ready for a journey that may never touch your homepage.
• Leverage first-party data and strong partner ecosystems as a competitive moat once AI intermediates discovery.
• Measure brand influence directionally and repeatedly, tied to real prompts, so you can prove impact in an AI-mediated funnel.
• Sharpen your point of view into a specific, defensible narrative—because averaged-out positioning gets ignored while clear ones get surfaced.

AI Visibility Roadmap: How Marketers Can Help Brands Appear in AI Responses

AI search is changing how buyers discover, evaluate, and shortlist brands. Instead of relying only on traditional search results, customers are increasingly using tools like ChatGPT, Perplexity, Gemini, and Google AI Overviews to ask questions, compare options, and form recommendations before they ever visit a website.

Join Jason Khoo, Founder & CEO of Zupo, for a practical session on AI Visibility and what marketers can start doing now to understand where their brands appear in AI-generated answers. Jason will walk through how LLMs expand a single prompt into multiple related searches, why these “query fan-outs” are becoming a new layer of keyword research, and how SEO, content, and trusted third-party sources can influence whether a brand shows up in the actual AI answer.

This session is designed to be practical, not speculative. Jason will break down what is changing, what still connects back to SEO, and how marketers can start building a clear process for tracking, analyzing, and improving brand visibility in AI-generated responses.