The Transformation of Search: How to Be Found in an AI World
Session Overview
As AI reshapes how people find, trust, and act on information, organic discovery is undergoing its most profound transformation since the dawn of search engines.
Drawing from work with global brands like Etsy, Sage, Klook, and Atlassian, this session explores how AI models — from OpenAI to Google’s AI Overviews — are redefining what it means to “be found.”
We will examine how Generative Engine Optimization (GEO) is replacing traditional SEO as AI systems evolve beyond rankings into reasoning and retrieval, and why brand authority, structured data, and multimodal partner-based content are becoming the new levers of visibility.
Finally, we’ll outline what leaders must do to future-proof their digital presence and align marketing, product, and content strategies around AI-driven discovery — delivering a practical, executive-level perspective on how discovery itself is being re-engineered by AI.
Speaker
Previously, Jordan served as CEO of Searchmetrics, where he led U.S. growth and helped establish the company as a market leader in search and content intelligence. He developed data-driven strategies to scale content and search performance for global enterprises and top agencies.