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Course Description

Experience Level: Skill Building

Traditional search marketing is failing as AI transforms how customers discover and buy. Generative AI systems now answer questions directly, bypassing websites entirely, while conversational agents handle research and purchasing without familiar funnels.

This workshop equips you with strategies to thrive in this new landscape and frameworks you can implement immediately to capture visibility in AI-powered search results and conversational interfaces.

We will explore the critical shift from Search Engine Optimization (SEO) to Generative Engine Optimization (GEO), where visibility depends on being selected, summarized, and cited by AI systems — not just ranking in blue links. We'll investigate how agent-led purchasing is reshaping customer journeys, where conversational interfaces recommend and increasingly transact without sending users through traditional websites.

We will examine how semantic search reveals high-signal customer intent and examine how platforms like Amazon and Expedia are evolving their AI-powered discovery — as well as what this means for your distribution strategy. You'll leave with actionable tactics to measure the impact of these changes on your current performance along with a roadmap for adapting your customer acquisition strategy.

Benefits to the Learner

  • Apply new content strategies and authority signals that earn selection by generative search systems, ensuring your brand becomes the definitive answer
  • Build distribution strategies for AI assistants and vertical copilots that plan and execute purchases within conversational interfaces
  • Use natural-language search patterns to identify high-value customer intent and transform that intelligence into targeted personalization and merchandising
  • Adapt your media and direct-sales approach as major platforms like Amazon and Expedia integrate generative AI into their discovery algorithms

Target Audience

  • Digital marketing directors and managers responsible for organic search performance and customer acquisition costs
  • E-commerce and revenue operations leaders accountable for conversion optimization and marketplace performance
  • Product marketing and growth professionals managing user acquisition funnels and competitive positioning in digital channels
  • Analytics and customer insights teams measuring search performance and translating customer intent data into strategy
  • Distribution and partnerships managers overseeing marketplace relationships and third-party channel optimization
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Type
Workshop
Dates
Mar 04, 2026 to Mar 30, 2026
Total Number of Hours
3.0
Course Fee(s)
Standard Price $449.00
Section Notes
IMPORTANT WORKSHOP INFORMATION

We’re excited to have you join us. Your Workshop, “Search and Discoverability in the Era of AI” will begin at 10:00am EDT on March 30, 2026. On March 30, please log in to your Workshop by 9:55am EDT and click on the “Join Session” button. You will be connected to the live Zoom meeting and will meet your professor and fellow Workshop participants.
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