AI search builds answers from patterns across owned content, earned media, and community conversations.

That shift is forcing SEO to evolve from a standalone channel into the operating system that aligns teams, data, and narratives to influence how brands are understood and recommended.

In this talk, Jen Cornwell will break down why the SEO silo is collapsing and how search leaders can lead cross-channel execution across PR, content, paid media, and social.

She will introduce a phased operating model that connects owned assets, earned coverage, and community signals to establish a clear source of truth and shape the consensus AI systems rely on to generate answers.

After this session, attendees will be able to:

- Design a cross-functional SEO operating model aligned to shared visibility and revenue goals

- Coordinate PR, content, paid media, and social efforts to strengthen AI-driven brand authority

- Turn search insights into organization-wide intelligence that improves speed, testing, and decision-making.