This session on how to get budget for changes that influence AI visibility was titled "SEO GEO and PR Walk Into a Boardroom... But the punchline will surprise you! Who owns AI visibility and who gets the budget?"
Everyone is finding now that AI visibility has created a new turf war, but not everyone realises they are able to fight for their territory, nor who should ultimately win. SEO owns crawlability and search performance; PR owns reputation and earned media; brand owns positioning; content owns the answers; technical controls access and implementation. Yet leadership still wants one strategy, one budget and measurable results.
This deck was built to show how to replace competing claims with a practical operating model for AI visibility. In this deck you'll learn where responsibilities genuinely overlap, which team should lead each workstream, how to build shared KPIs, and how to secure investment without creating another silo. Leave with a framework that gets decisions made, work shipped and credit assigned fairly.
As part of the overall conference, the core concepts I cover regarding attribution include:
The Turf War Over AI Visibility: As Generative Engine Optimisation (GEO) and AI search visibility (like appearing in ChatGPT or Google Gemini answers) become crucial, multiple departments are trying to claim credit for it. SEO teams claim it because it's search, PR teams claim it because it relies on digital mentions and brand authority, and a new wave of GEO specialists are asserting ownership.
The Attribution Dilemma: When AI visibility becomes everyone's job, it risk-effectively becomes no one's. I address how organisations struggle to attribute successes accurately when multiple channels influence the data that LLMs pull from.
Securing the Marketing Budget: The session focuses on probably one of the biggest issues facing teams right now - how to cleanly untangle this web of conflicting claims to establish clear department boundaries.
This deck, while themed in a lighthearted way to a Japanese animation, looks at serious topics facing many teams under the broader marketing umbrella right now with the struggle to secure the extra budget they need to execute all the additional activities now required to compete in this post-AI world.
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