Building Brands for Humans and AI

Every day, millions of consumers replace traditional search queries with AI assistants, increasingly relying on them to make purchasing decisions. This shift forces brands to engage with two distinct audiences: emotion-driven humans and logic-driven AI assistants. To succeed, modern brand strategies must build an identity that is indexable for AI assistants while remaining culturally relevant to people. In this session, we will unpack the transition from SEO to Generative Engine Optimization (GEO) and address the risk of "digital standardization." Drummers will gain actionable strategies to balance AI logic with human emotion, ensuring their brand excels across both audiences.