%20The%20Hype%20vs%20The%20Data%20(2).png)
Answer Engine Optimization (AEO): The Hype vs The Data
In this Masterclass, Ethan Smith, CEO of Graphite and Partner at Reforge, will discuss why Answer Engine Optimization (AEO) is the next evolution of SEO and how executives should rethink digital visibility in an AI-first world.
In this session, we’ll explore:Why AI products start with search and what that means for your growth strategy
- The shift from keywords to question clusters and mid/long-tail intent
- How AI answers are influenced by earned and owned content
- Why “good content answers every question” and how to structure it
- What ChatGPT and Perplexity actually cite (and why Reddit, YouTube, and Wikipedia dominate)
- Why AI-generated content strongly correlates with worse rankings — and what that implies for your content strategy
- How to move from keyword tracking to share of answers tracking
Ethan will also share measurable results from AI search impact, including signups coming directly from LLMs with significantly higher conversion rates.
This session is designed for executives who want to:
- Protect and grow brand visibility in AI search
- Ensure their product is cited in AI answers
- Rethink SEO, content, and owned media strategy for 2026