The Rise of Generative Search

 

 

Generative search is rapidly changing how people discover information, shrinking the visibility of traditional websites and content. If you rely on SEO today, your customer acquisition strategy is about to be rewritten.

 

Brands must rethink how they show up when AI tools summarize, synthesize, and recommend, rather than just listing blue links. That means acquiring new skills, adopting new metrics, and implementing new content strategies, often without clear playbooks or benchmarks.

 

This session will help you move forward with clarity by grounding the “post-SEO era” in real-world experience from across our cross-industry community. Together, we’ll translate hype into practical insight and identify concrete steps to assess your current approach, experiment with new tactics, and stay visible in generative search experiences.

 

We'll hear from Lisa Moling, E-Commerce Special Projects Manager for Colony Brands how they are working to overcome this new digital divide with their flagship brand, Swiss Colony.

Also joining us for this discussion is an expert panel:

 

9:00 - Welcome and Introductions

9:20 - Member Contribution: Lisa Moling of Colony Brands

 

10:05 - Break

 

10:10 - Expert Panel

 

11:10 - Breakout Discussions

 

11:50 - Wrap Up and Adjourn