AEO & GEO Don’t Change the Game — They Expose Content Operations Gaps
AEO (Answer Engine Optimisation) and GEO (Generative Engine Optimisation) are dominating the conversation—but they’re not rewriting the rules of content. They’re revealing who’s already playing the game well.
SAVE THE DATE
Tuesday 21st April 2026
9:00am EDT / 2:00pm BST / 3:00pm CET
In this session, we’ll cut through the noise to unpack what AEO and GEO actually are, why they matter now, and how they surface strengths—and weaknesses—in your existing content operations.
We’ll explore how these emerging channels consume, interpret, and prioritise content, and what that means for teams managing product and brand data across PIM, DAM, and PXM platforms. More importantly, we’ll show how success in AEO/GEO isn’t about chasing new tactics, but about operationalising the fundamentals: structured data, connected systems, and high-quality, context-rich content.
You’ll leave with a clear understanding of:
- How AEO/GEO engines access and evaluate your content
- The operational gaps holding organisations back
- The core conditions required to succeed in this new discovery landscape
- A practical 3-phase framework to assess maturity and take action
If AEO and GEO don’t seem to be working for you, this session will help you understand why—and what to fix first.
Join us on Tuesday 21st April and learn how to turn AI-driven disruption into structured opportunity.
Register Now to secure your place.
Our speakers
Jeremy Bright Global Solutions Specialist
Jeremy Bright is Global Solutions Specialist at ICP, helping enterprise brands design and optimize high-performing content operations programs. He works at the intersection of technology, process, and governance, supporting organisations to build scalable management ecosystems and future-ready operating models.
Since joining ICP in 2019, Jeremy has advised global teams on DAM & PIM strategies, workflow optimisation, taxonomy & metadata frameworks, and change management, guiding businesses through complex transformation programmes with clarity and confidence.
Jeremy is known for his calm, analytical approach and his ability to translate complex technical and operational challenges into clear, actionable strategies. His focus is on helping organisations win in content operations today while positioning them for long-term success in an AI-enabled future.
Carla El Gawly Global Solutions Lead, Digital Shelf
Carla joins ICP as a Solutions Lead for Digital Shelf, after a decade working for AdTech/SaaS companies in Sydney and London. Her area of expertise is in eCommerce technologies focused on digital content; UGC, Search and PXM. She has extensive experience working closely with global brands and retailers as they look to drive online conversion and optimise customer journeys.
Carla has led Salsify’s EMEA Retail growth and strategy, and also led a closed group of predominately CPG executives in Europe as part of the Digital Shelf Institute; keeping on top of market trends, best practice for all things eCommerce and sharing these learnings as a forum group.
In furthering collaboration and learning, she joined the MACH alliance as an ambassador for women in MACH.
Tom Sloan Solution Architect & Global Solutions Lead
Tom is a seasoned content management practitioner with over 15 years of experience in Digital Content Management. With a diverse background as a technology vendor, product owner, and expert consultant to some of the world's largest and most complex businesses, he now serves as the Global Head of Content Management & Logistics Solutions at ICP.
Tom has previously led numerous enterprise-scale digital asset management implementation projects and provided valuable counsel to C-suite executives on their strategic vision and ‘the art of the possible’ in this increasingly hard-to-navigate space.
Tom's wealth of experience and expertise make him a trusted leader in the digital content management field, ensuring organisations achieve success in their content operations-related endeavours.
Helping global companies achieve a frictionless flow of content.