Why Is AI Recommending Your Competitors? How to Build a Brand Content System for AI Search
Session Overview
What happens when the content your team has worked hard to create no longer appears in AI-generated answers — while your competitors are the ones being recommended?
Today, customers are increasingly asking ChatGPT, Perplexity and Gemini before they ever reach a traditional search engine. For marketers, this creates a new visibility challenge: being found not only in search rankings, but also within AI-generated recommendations.
In this session, Sooah Lee will introduce three key signals that influence how AI evaluates and surfaces brand content: content depth, E-E-A-T and relevance within the broader industry context.
She will then present a practical four-stage content pipeline covering topic definition, competitor benchmarking, checklist development and ongoing monitoring — helping marketers identify where their brand content is being overlooked and how to systematically improve its visibility.
Through real-world examples, including work with companies such as Merck, the session will also explore how GEO can move beyond increasing AI visibility to generating measurable business outcomes and qualified leads.
GEO is not a one-time optimization exercise. The real opportunity is to build a repeatable content system that continuously improves how your brand is discovered, understood and recommended by AI.
Speaker
After working on growth strategy and marketing for international markets, she founded BubbleShare in 2023 to help brands strengthen their visibility in the rapidly evolving AI search landscape.
Today, BubbleShare operates VIVI, an AI search visibility solution built on extensive data across Asian markets including Korea, Japan and India.
The company also provides GEO consulting and project-based solutions, helping brands understand how they appear across AI-powered search environments and build more systematic, measurable content strategies for the age of generative search.