From SEO to GEO: Reframing Brand Strategy for AI-Generated Answers

A roundtable discussion featuring: Anirudh Singla, Pepper; Diane Levich, HPR; Kim Rosenblum, Betterment; Max Sung, AllianceBernstein Search is no longer a list of blue links — it's an answer, synthesized by AI. As ChatGPT, Gemini, Perplexity, and Google's AI Overviews increasingly mediate how customers discover and trust financial brands, the rules of organic growth are being rewritten in real time. This session sets the strategic context for the shift from SEO to Generative Engine Optimization (GEO): how organic discovery is changing; how to think about major answer engines as a connected ecosystem; who should own GEO internally and how marketing, content, and brand teams should realign; and how financial firms can move fast on AI search without compromising the accuracy and compliance. Attendees will leave with a framework for building an AI-search strategy at the executive level.