Jessica Bowman

Join Jessica Bowman for an interactive Master Class that goes beyond tactics to examine the strategic changes reshaping AI visibility. You'll learn how AI evaluates brands, why recommendations succeed or fail, and how to identify opportunities to improve AI visibility by engaging the right teams and asking better questions.

Online October 5, 2026 | 11:00am - 3:30pm ET | $249

• The strategic shifts reshaping AI visibility and why many organizations may be preparing for the wrong future.

• The organizational assumptions AI is beginning to challenge, from content strategy and positioning to organizational design and measurement, and what it means for future planning.

• Practical mental models and a common language for explaining AI visibility beyond SEO/GEO and communicating more effectively with cross-functional teams and leadership.

• How to recognize when AI visibility challenges extend beyond SEO, and the conversations practitioners should begin having across Product, Customer Success, Content, PR, and other business functions.

• Real-world examples and observations that will help you better understand why AI recommends some brands over others, explain it internally, and how to apply these insights within your own organization.

This Master Class is designed for in-house professionals responsible for search visibility, AI visibility, and organic growth within large organizations...

• Enterprise SEO leaders
• Enterprise GEO / AI visibility leaders
• Organic growth leaders
• Digital marketing directors
• Product marketing leaders
• Content strategy leaders
• Digital experience leaders

To get the most out of this workshop, please do the following before attending:

Submit one or two products or services from your organization that you'd like considered as examples during the class. While we can't guarantee every submission will be discussed, attendee examples will be incorporated into demonstrations and group discussions. Send to [email protected].

Additionally, please read the following articles:

• AI visibility is becoming an enterprise vapability
• How much a brand needs to work on AI recommendability depends primarily on its buyers
• Most Organizations are Missing a layer of optimization in AI visibility

Here’s a look at what you’ll cover when. If you can't attend live, on-demand access is included for free. (Exact times are subject to change.)

11:00am - 11:45am ET | Many Brands Are Preparing for the Wrong Future

Many organizations continue investing in AI visibility using assumptions carried over from traditional search. In this segment, we'll examine how AI is changing product evaluation, the difference between being cited, mentioned, and recommended, and why many organizations may be optimizing for the wrong outcomes. You'll leave with practical mental models for evaluating your organization's current approach, greater confidence in discussing AI visibility across your company, and new perspectives for guiding future investments.

11:45am - 12:00pm ET | Break

12:00pm - 1:00pm ET | Why Some Brands Get Recommended (and Others Don't)

As AI becomes a buyer advisor, organizations are discovering that earning recommendations requires a much deeper understanding of buyers than traditional search ever demanded. The prompts buyers use, the scenarios their content must address, and the reasons one product is a better fit than another all influence what AI recommends. In this segment, we'll explore why recommendations fail, why buyer prompts matter, how AI exposes gaps in customer understanding and positioning, and why many recommendation problems can't be solved through SEO alone. You'll leave with new mental models for understanding recommendation gaps and recognizing where the underlying issues may actually originate.

1:00pm - 1:15pm ET | Break

1:15pm - 2:15 pm ET | Why AI Visibility Is Becoming an Organizational Capability

Many of the factors that influence AI recommendations extend well beyond the SEO team's control. Product information, customer support, documentation, operations, reviews, PR, merchandising, and countless other business functions all contribute signals that influence what AI tells buyers. This segment explores why AI visibility is increasingly becoming a cross-functional capability, how practitioners can identify where organizational dependencies exist, and practical ways to engage other teams without needing formal authority or organizational change.

2:15pm - 2:30pm ET | Break

2:30pm - 3:30pm ET | What Successful Organizations Will Do Differently

The organizations adapting most successfully to AI-driven discovery are asking different questions, involving different stakeholders, and evaluating success in new ways. In this closing segment, we'll explore the characteristics emerging among organizations that appear better positioned for the future, discuss where today's AI visibility metrics fall short, and identify practical conversations practitioners can start, questions they should begin asking across their organizations, and opportunities to influence AI visibility long before implementation begins.

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