In this talk, Tom Lee, founder of Visto, will explore how AI-native search platforms like ChatGPT, Perplexity, and Google’s AI Overview are fundamentally transforming how brands are discovered and represented online.

As traditional SEO gives way to AI-generated answers, a new discipline called Generative Engine Optimization (GEO) is emerging.

Tom will break down why GEO is quickly becoming a high growth opportunity for digital agencies, share real world examples of agencies already winning with GEO, and offer a practical framework for launching or evolving a GEO service offering.

Whether you're new to GEO or looking to deepen your AI search capabilities, this session will give you the strategic insights and actionable tools to stay ahead in the next wave of search marketing.

As Google shifts toward AI Overviews and zero-click search results, traditional SEO tactics are no longer enough. Clicks are disappearing—but brand visibility doesn’t have to. In this session, we’ll unpack how brands can stay discoverable, trusted, and top-of-mind even when users don’t click through.

You’ll learn how to optimize for Google's AI Overview, track brand mentions across LLMs like ChatGPT and Gemini, and shift your SEO strategy from ranking for clicks to owning AI-powered surfaces. Whether you're a CMO or a performance marketer, this session will equip you with the tools to survive—and thrive—in the zero-click era.