Online conference : FROM SEO TO GEO – The new technologies transforming search and brand visibility in the age of AI
The world of digital search is undergoing a major transformation. With the rise of generative AI, we’re gradually moving from traditional SEO (Search Engine Optimization) to a new strategic approach: GEO (Generative Engine Optimization).
This event aims to explore how new AI-driven technologies are transforming the way information is searched for, interpreted, and surfaced—and the direct impact these shifts have on brands’ search rankings, visibility, and credibility.
During this session, we will cover:
The evolution of search engines into generative engines
The key differences between traditional SEO and GEO
The role of AI in building brand authority and presence
New content and positioning strategies to adopt
Opportunities and challenges for businesses in this new digital landscape
This event is designed for marketing, communications, and digital professionals, as well as entrepreneurs and decision-makers who want to anticipate market changes and stay competitive in an environment increasingly shaped by artificial intelligence.
Speaker : Jason FORBES
Co-Founder & CEO of XEO360
Jason FORBES is co-founder and CEO of XEO360, leading its mission to make AI search profitable for consumer brands across LLMs through action, automation and attribution. Drawing on deep experience in digital transformation, performance marketing and eCommerce, Jason previously held senior executive roles including Chief Consumer Officer at Straumann, and served as Chief Digital & Media Officer at Coty across a $9bn 70+ brand beauty portfolio, where he led its global digital and eCommerce transformation.
Earlier in his career, Jason served as CEO of Beamly, EVP & Managing Director of zeebox, working with major TV networks and MVPDs through equity partnerships with NBCUniversal, Viacom and Comcast, while building new relationships with Fox and Discovery. As the leading second-screen TV platform, they pioneered real-time content recognition and interactive, social and commerce-enabled experiences. Prior to this, Jason was SVP at Time Warner Cable Media, where he led Strategy, New Products and Marketing, launching advanced advertising and data capabilities including interactive TV and dynamic ad insertion. He began his career at Capgemini, spending 12 years advising global media companies including Time Warner, Viacom, News Corp and CBS on large-scale transformation across the Americas, Europe and Asia.
Jason is a frequent industry speaker and published thought leader including WSJ, MSNBC, CES, Digital Hollywood's Media Summit, SocialTV Summit and TV of Tomorrow.
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