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SEO vs AEO: How to Stay Visible in the AI Search Era

Not long ago, the path to discovery was simple.If someone wanted the top 5 restaurants in Paris, the best CRM for small businesses, or ideas for planning a trip, they would go to Google. They’d scroll through blog posts, review sites, and product pages, comparing options and making decisions themselves. That’s why SEO mattered so much. To reach customers, brands had to publish the right content, optimize it with keywords, and build authority so they could rank high on search results.

“Until your foundation is clear, any AI investment risks becoming theatre”

Rushing into AI without fixing fragmented data systems turns investments into costly theatre; solid data architecture is essential to unlock AI’s real value across editorial, sales, and marketing. She advises mapping information flows, removing manual inefficiencies, and defining clear ownership and data principles so AI initiatives can drive real-time decision-making, new revenue, and happier, higher-value work.

"From SEO to AEO"

Discovery is shifting from traditional SEO-driven search to AI-driven answer engines, so brands and publishers must adopt Answer Engine Optimization (AEO/GEO/LLMO)—structuring content for AI readability, using schema, and building authority across platforms—to be cited directly by tools like ChatGPT and Gemini. Early tracking and iterative strategies (question-cluster targeting, FAQ/schema, and new monitoring tools) are essential for visibility in a fast-moving AI landscape where discovery can appear or disappear overnight.

"The Sound of the Future: Mapping the Next Chapter in Audio Publishing"

The BBP Audio Forum will showcase global perspectives on audio publishing business models, partnerships, and strategies for growing audience reach, discoverability, and revenue as the audio market accelerates. Speakers will share practical insights on trends, rights and technologies—helping publishers navigate legal challenges, new features, and best practices to expand audio offerings.

"We are in the Napster-era of generative AI"

James Smith and Ani Attamian discuss the growing importance of ethical data licensing for AI, advocating marketplaces like Smith’s Human Native AI to provide transparent, high-quality, licensed datasets that fairly compensate rights holders and give publishers control over use cases and pricing. They argue that clear regulation (e.g., the EU AI Act), industry-wide visibility into developer demand, and collaborative licensing models are essential to prevent publishers from being sidelined as mere content providers while preserving editorial independence and scholarly access.

SEO vs AEO: How to Stay Visible in the AI Search Era

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