Beyond Search: Building a Digital Moat — From Search Visibility Competition to AI Answer Selection
Session Overview
The era of competing for search visibility is coming to an end, and the rules of digital competition are changing fast. Increasingly, competitive advantage will depend on which information AI chooses when generating answers — not simply which brand ranks highest in search.
This session explores how organizations can design information structures that AI systems are able to learn from, interpret, and reference. It will focus on the emerging strategic frameworks of AEO (Answer Engine Optimization) and GEO (Generative Engine Optimization), which are becoming essential in the AI era.
Through practical concepts such as AI Presence, AI-Friendly Content, and Knowledge Graph management, the session will show how brands can build strategies that are selected by both AI systems and human audiences — ultimately creating a true digital moat for the age of AI.
The talk will also highlight how marketers can move from theory to action by designing structured brand information, improving technical readiness, and developing execution frameworks that increase the likelihood of being surfaced, referenced, and trusted in AI-generated answers.
Speaker
She currently leads data- and AI-driven business transformation at Publicis Groupe, the world’s largest advertising group. In this role, she provides strategic insight into emerging competitive dynamics in the AI era, including AEO (Answer Engine Optimization) and GEO (Generative Engine Optimization).
She is also actively driving AI-led transformation across organizations and services in collaboration with global leadership, as Publicis Groupe evolves toward an AI Agentic Agency model. Publicis Groupe is among the most aggressive global agency networks investing in AI, accelerating business transformation by embedding AI DNA across its entire client service ecosystem.