SEO in the age of generative search: what marketing leaders must know to future-proof growth

AI is rewriting the rules of SEO. As generative search reshapes how users discover and interact with content, marketing leaders face a critical challenge — and opportunity. The era of simply optimizing for keywords is over. Join Usercentrics and Skale for a high-impact session that explores how to realign your SEO and content strategy to meet the demands of AEO (AI Engine Optimization) and the rise of AI-powered discovery.

In this session, we’ll cover:

• Why leading companies are moving SEO from Demand Gen to Brand and how that change drives long-term value
• How unique, relevant, and trusted content fuels visibility in generative search environments
• Practical SEO strategies you can scale, with tips and examples from Skale’s co-founder

This webinar is essential for EU and US marketing decision makers who want to stay ahead as search continues to shift in 2025 and beyond. Join us to learn and discuss how businesses can survive the AI-Driven SEO Disruption.

Speakers:

• Jake Stainer, Co-Founder, Skale

Jake is a growth and SEO strategist with over 10 years of experience helping SaaS companies turn organic search into their top revenue channel. He co-founded Skale, an agency behind growth for brands like HubSpot, G2, and Pitch. As an advisor, Jake has driven results for Hotjar, Typeform, and TravelPerk. He's passionate about applying data-driven strategies to fuel sustainable growth.

• Collette Swindells, VP of Communications, Usercentrics

Collette is VP of Communications at Usercentrics, where she’s shaping the foundation of Privacy-Led Marketing. With over 15 years of experience in brand, content, and communications, she’s led growth for B2B and B2C companies through digital marketing, social, PR, events, and web initiatives. Known for building strong narratives that drive awareness and impact, Collette is passionate about helping businesses express their value with clarity, creativity, and authenticity.

• João Ribeiro, VP of Demand Gen, Usercentrics

João is VP of Demand Generation at Usercentrics, where he drives global growth for one of the leading data privacy SaaS companies. With a background spanning B2C and B2B across retail, big tech, and SaaS, he specializes in demand gen, GTM strategy, and digital analytics. Previously Country Lead at Google, João is also an angel investor in the edtech startup Intuitivo, the winner of the 2024 Web Summit Pitch. He holds multiple certifications and is passionate about innovation, growth, and helping others succeed.