Most think GEO is an SEO problem. It's actually an organizational problem.

To do AI search well, you need two teams working in lockstep that have spent decades operating in silos: performance marketing and brand marketing.

That's not easy. At many large companies, these teams have different metrics, cultures, and expectations from higher-ups. There's very little built-in incentive for them to work together.

AI search can span that gap.

This talk introduces "The GEO Bridge" - a practical framework for understanding AI search as the connective layer between brand and performance marketing. Attendees will learn why traditional marketing structures break down in the AI era, how to create shared ownership and metrics across teams, and what leaders can do to turn GEO from a siloed SEO initiative into a cross-functional marketing capability.

The goal is to leave with a blueprint for aligning brand, SEO, content, PR, and performance teams around a common objective: increasing visibility in AI-generated experiences. I'll draw on my experiences at Paylocity founding and leading a cross-functional "AI search initiative," a multi-disciplinary group under our Go-to-Market department, whose work has tripled our AI visibility this past year.