🎥 Summit on Tour London: Generative AI and the Future of Brand Visibility Panel

AI search is changing how people discover brands, and who controls the story. In this session, marketing, PR and comms leaders from Meltwater, Unilever, Snap, and Eight&Four discuss what it takes to show up, and be represented accurately, in AI-generated answers.

You’ll learn how to:

• Think beyond presence: Use the IAB’s “four P’s” framework (presence, prominence, portrayal and performance) to measure whether your brand appears in AI answers, whether it’s accurate, and whether it drives action.
• Build a mix, not a silo: Earned media still drives many AI citations, but social is rising fast. Stay consistent with your narrative and flexible on channels.
• Anchor on “must-win” attributes: Define what you want to own in every market and carry it through product pages, brand sites and creator content.
• Protect accuracy: Once AI picks up a piece of content, it can resurface at any time, so factual accuracy in earned coverage matters more than ever.
• Measure carefully: There’s no standard for GEO yet, and chasing a single metric can create vanity numbers.

Along the way, the panelists share real examples, including Meltwater’s website relaunch, which grew AI citations by 73% across 50 tracked pages in six weeks, and Eight and Four’s six-month audit for Sandals.

Whether you’re just starting out or already deep into GEO, the closing advice is the same: benchmark where you are, rely on local-market expertise, and don’t wait for a formal strategy to start testing.

🎤 Your Speakers

Alicia Edmonds-Smith
Senior Director, International Comms , Snap

Laura Thomas
Global Marketing Transformation Lead, Unilever

Chloe Singleton
Group Media and Influencer Director, Eight&Four

Jenny Force
VP, Global Marketing, Meltwater

👉 Watch the full panel