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.