Pirjo Sohlo
Pirjo Sohlo is a Content Marketing Strategist at Valve One. After years in organizational communications, both as a consultant and in-house, she shifted her focus to content marketing and SEO. Over the past year, her work has expanded into Generative Engine Optimization (GEO), exploring how organizations can improve their online visibility through their own websites and their presence across the web.
Session
What can you actually control in AI search?
Lightning Talk
15:50 – 16:05
Complexity: Medium
Intended Audience: Marketing and communications specialists
AI search is changing how people discover companies, products, and information online. As organizations try to improve their visibility in AI-generated answers, it’s easy to focus on the most obvious thing under their control: their own website.
But AI visibility goes beyond website optimization. Can AI find you? Does it mention you? What does it say about you? Your own content is only part of the picture. Industry publications, reviews, discussions, third-party websites, and other sources across the web can all shape whether your brand appears in AI-generated answers – and how it is represented.
Drawing on lessons from client work and current research, this talk explores what organizations can actually control, what they can influence, and what they need to observe. We’ll look at the role of your own website, your wider presence across the web, and the difference between having your content used as a source and having your brand actually show up in the answer.
The goal is not another GEO checklist, but a practical framework for understanding what you can do to improve your visibility in an increasingly AI-driven search landscape.