Fabrice will explain how to take control of generative AI powered results and AI powered content, crawlers and stay ahead of the game.

Big brands, once reliant on traditional marketing, are facing a growing relevance gap and underperforming on SERPs as a result.

While they've built strong mental associations with consumers, Google prioritizes online signals, favoring brands with a robust relevant digital footprint.

In this talk, VP of Global Organic Media, Paul Norris, will explore the parallels between brand recognition and category relevance and why, with the growing demands of the digital world, a focus on non-brand category relevance is essential for long-term organic growth.