Technology is only half the battle: Why GEO is becoming a management task
Generative AI is changing how people search for information, perceive brands, and make purchasing decisions. Instead of traditional search results, systems like ChatGPT, Copilot, or Gemini deliver direct recommendations, comparisons, and answers. This makes the question of whether and how a brand appears in these answers a new competitive factor.
In the ITHM webinar hosted jointly with EY and Bitkom, we will demonstrate via a tool how visible various brands are in AI-generated responses and which external sources influence this perception. But the real challenge only begins after measurement: companies need to define new responsibilities, rethink data and content strategies, and reorganize collaboration across marketing, communications, sales, IT, and other departments.
Using concrete real-world examples from our partner companies Generali and Die Bayerische, we will explore what questions a GEO analysis raises internally and how organizations can pragmatically tackle the development of relevant capabilities to stay ahead of the competition.
Learning objectives of the webinar
- Understand how generative AI systems perceive, evaluate, and recommend brands
- Identify which factors influence visibility in AI responses
- Assess the strategic implications of GEO on brand, sales, and customer experience
- Identify key organizational challenges regarding ownership, governance, or KPI management
- Determine what is needed to build a GEO strategy and the corresponding skills within your own company
Target audience of the webinar
Sales and customer experience leaders
Executives and decision-makers from the insurance industry and insurtechs
Professionals in marketing, communications, sales, and data science
Digital, innovation, and transformation managers
