AI search is exposing a fundamental flaw in how organisations approach visibility. For years, SEO has been treated as a specialist function that is owned by one team, measured in isolation, and optimised within a silo. That model no longer works, particularly for AI search.

AI search is based on interpretation and is shaped by signals from across your organisation: PR, eCommerce, brand, organic social, and beyond. But most organisations are not built to operate in a cross-functional system.

Ben’s session focuses on execution at scale. He will share practical strategies for driving alignment across SEO, PR, content, brand and leadership teams. He will also share his framework on establishing global principles while enabling local market adaptation, and using this to build internal buy-in, speaking the business language.

If your leadership is asking “Why aren’t we showing up in ChatGPT?” you’re not alone — but the answer isn’t one tactic. AI visibility is the outcome of connected capabilities across your whole organic ecosystem. This talk introduces a four-pillar maturity model for becoming found, trusted and recommended in AI-led discovery. You’ll learn how to diagnose whether you’re Reactive, Adaptive, Strategic or Predictive, what’s holding your visibility back in AI-led journeys, and the specific actions that move the needle.