What Generative Search Means for Brand Visibility (and What CMOs Are Doing About It)

AI is narrating your brand—whether you like it or not.

Search is no longer a list of links. It’s a synthesis. A story. And generative AI decides what that story is. If your brand doesn’t show up the way you intended, that’s not a bug—it’s the new default.

That’s why marketing leaders need a new operational capability: a Brand Control War Room. In this session, Myriam Jessier (Technical Marketing Expert) and Gerald Murphy (Evangelist, Semrush Enterprise) introduce the Brand Control Quadrant, a pragmatic framework for seeing and shaping your AI-narrated brand in real time.

You’ll learn how to:

• Run “AI narrative audits” to assess how LLMs currently interpret your brand.
  
• Build a rapid-response protocol for when generative search misrepresents your identity.
  
• Treat brand assets as training data—actively curating what AI learns and repeats.
  
• Identify and influence brand proxies—unofficial signals and terms that shape how AI contextualizes your business.

This isn’t a speculative future. It’s already happening. And this session is your playbook to ensure AI reinforces your brand narrative—instead of rewriting it.