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Dr. Michael Pettiette
Program Director, Marketing + Media Alliance (MMA) Marketing Org Strategy Think Tank, Faculty Member, University of Houston
Nick Lafferty
Founding Marketing Engineer, Profound
Andrea Saporito
Managing Director, Wealth Management Digital Marketing, Morgan Stanley
Brent Bouldin
Partner, New Media Advisors
Rob Gaige
Global Head of Marketing Insights and Operations, Reddit
Jim O’Brien
CMO, Business Insurance, The Travelers Companies, Inc.
Vassilis Bakopoulos
SVP, Head of Industry Research, Marketing + Media Alliance
The practical question is not whether brands can control AI answers, but whether they can influence the sources, structures, and signals AI systems use. Research and practitioner evidence suggest that brands can improve retrievability and representation, but the evidence base is still developing and platform behavior remains partly opaque. The debate is where to draw the line between credible optimization, experimentation, and overclaiming.
