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Dr. Michael Pettiette
Program Director, Marketing + Media Alliance (MMA) Marketing Org Strategy Think Tank, Faculty Member, University of Houston
Janet Balis
Managing Director and Partner, BCG
Dr. Kartik Hosanagar
Co-Founder, Bodhium Labs
Amy Avery
Managing Director; Head of Analytics, Modeling and Insights, Bank of America
Brian Jolson
Executive Director, Search & Omnichannel Analytics, CVS Health
Jim O’Brien
CMO, Business Insurance, The Travelers Companies, Inc.
Lauren Pasquale Bartlett
CMO, Ingenovis Health
GEO challenges traditional performance logic because influence may occur inside an answer without producing a click. That means marketers may need to measure inclusion, citation accuracy, competitive share of AI responses, recommendation context, downstream verification, and eventual business outcomes. The debate is how to connect these emerging visibility signals to investment decisions without pretending the measurement problem is solved.
