Rethinking Search, Trust & Visibility in a World of Generative Answers

Recap

As AI continues to transform how consumers discover and evaluate information, marketers are being forced to rethink the fundamentals of search. That was the focus of the FCS West virtual event, “Your Brand Is Invisible to AI: Rethinking Search, Trust & Visibility in a World of Generative Answers,” held on October 6. The discussion brought together Cynthia Casarez of Capital Group, Nyle Bayer of Future Proof, and Ryan Roggensack of Carta, with Kate Lindenberg of Dynamic Portfolio Strategies moderating.

The panel explored how Generative Engine Optimization (GEO) and Answer Engine Optimization (AEO) are reshaping digital visibility strategies. Traditional SEO once focused on keyword rankings; now, marketers must understand how large language models (LLMs) like ChatGPT and Google Gemini interpret and synthesize brand content. As the panelists agreed, this shift from ranking to relevance requires a more dynamic, trust-based approach to online communication.

Key Takeaways

Authority and Relevance Drive Visibility
Cynthia emphasized that building topical authority is now central to digital strategy. Marketers should organize content around related topic and question clusters, anticipating the follow-up queries consumers are likely to ask. This will help position their brand as the definitive source in its domain.

Write for Two Audiences: Humans and AI
Ryan and Cynthia both highlighted the importance of structuring content that is easy for people to read yet comprehensive enough for AI crawlers to interpret accurately. In practice, this means clear formatting, complete answers, and content that stands on its own, whether read by a person or surfaced in a generative response.

From SEO to GEO: Preparing for the Next Frontier
GEO goes beyond answering a single question; it predicts context and intent, curating fuller, conversational responses. Marketers must think about how their brand’s narrative, data, and tone are represented in this new ecosystem of “generative answers.”

Trust Is the New Currency
With AI increasingly mediating brand visibility, credibility and consistency matter more than ever. Marketers must ensure that every piece of content reinforces reliability, transparency, and authenticity—qualities algorithms now equate with trust.

The discussion underscored a new reality: in the age of generative search, marketers are no longer optimizing for clicks—we should be optimizing for confidence.

• This recap was based on reporting by FCS Marketing Scholar Ylhana Ortiz of Fordham University.