Beginning her career at Collective Measures over a decade ago, Katie Tweedy is our Director of SEO + Content Marketing. Overseeing the agency’s SEO and content marketing practice, she firmly believes that everything should be rooted in data. With experience on diverse brands, she creates content strategies that maximize search visibility and engage audiences throughout their consumer journey. In other words, she brings a strategic and genuinely enthusiastic approach to all things content marketing and SEO, melding science and storytelling to help her clients meet their business objectives.

Owning Your Brand Narrative in an AI-Driven World

As generative AI, like Google’s AI Overviews, continues to expand in search, brands must work to control their narrative or risk losing their voice to outside influences. Even if we can’t directly control gen AI outputs, we can influence the results. AI thrives on clarity, and without a clear and consistent brand presence, brands will be vulnerable to misinformation and weakened authority. This session dives into how AI systems understand your brand, and how to regain control of your brand narrative.

Attendees will gain an understanding of how to own their brand in today’s SEO world. We’ll break down practical tactics for assessing brand visibility, identifying brand gaps to protect brand reputation, optimizations to improve AI search results, and understanding how brand search frequency impact even nonbrand rankings. By the end, attendees will be equipped to protect their brand’s identity in an AI-dominated environment because owning your brand is no longer optional—it’s essential.

In this session, attendees will learn:

• How to identify brand gaps and detect misinformation, allowing them to take control of their brand narrative and safeguard their digital reputation.
  
• How to initiate a brand audit using effective tactics, ensuring their brand is clearly defined and accurately interpreted by AI-driven search.
• Gain strategies to evaluate and enhance brand visibility, improving how their brand appears in search results.