Conference description

Your customers no longer search the way they used to: they ask a question and get an answer, formulated by an artificial intelligence that alone decides which brands to cite and which to ignore. ChatGPT, Perplexity, Gemini and Google’s AI Overviews no longer return ten blue links, they write the answer. In this new landscape, being well positioned is no longer enough: you need to be understood, cited and recommended by the machine.

This presentation explores Answer Engine Optimization (AEO), the emerging discipline that determines a brand’s visibility with answer engines. From information structure to visual hierarchy, including trust signals, we’ll see how seemingly minor design decisions directly influence your presence in AI-generated responses. The goal? To leave with a clear understanding of the concrete, often-overlooked levers that make the difference between a brand that gets cited and one that remains invisible.

Key takeaways

1From search engine to answer engine : Understanding the fundamental shift taking place in information discovery, and why traditional optimization no longer guarantees visibility with AI.

2Structure in service of machine readability : How information architecture, content hierarchy and page design determine an answer engine’s ability to extract, understand and cite your content.

3The invisible technical foundations : The role of structured data (schema markup) and semantic tags in transforming human content into a source that language models can use.

4Authority and trust signals : Why expertise, credibility and the consistency of your digital presence weigh into an AI’s decision to cite you, or cite a competitor instead.

5Measuring the invisible : Concrete approaches for tracking your visibility in AI-generated responses and tying these efforts to measurable business outcomes.

Speaker

Nicolas Brien

RevOps and B2B Digital Marketing Strategist, Parkour3

Nicolas Brien has spent several years helping manufacturing, technology and professional services companies navigate digital transformation, at Parkour3, Quebec’s leading HubSpot partner agency. His expertise spans the full journey: CRM architecture, automation, and above all the discoverability disciplines of SEO and AEO.

A regular speaker on Quebec’s digital scene, he has presented at events such as Stratégie PME and Salon Connexion. He approaches digital strategy with the same rigour as a training program: solid foundations, measured progression, consistent execution.