GEO: The New Rules of Being Found – CMO Roundtable Series 2026

AI is changing how clients find us. As AI reshapes search, the strategies that once drove visibility are being rewritten in real time. Welcome to the era of Generative Engine Optimization (GEO).

In this third instalment of our PM Forum Canada CMO Breakfast Roundtable series, we shift from AI’s impact on talent to its impact on reach. How do professional services brands show up when the search results aren’t a ranked list of links, but a synthesized AI-generated response with in-search chat? What does this mean for content strategy, web presence, influence, and brand authority?

Joining us as facilitators are Patrick Riddell, Digital and Demand Gen Leader at EY Canada, and Oren Katz, Co-Founder and Partner at Creative Equity Partners. Patrick will share how EY is approaching GEO across multi-faceted and global platforms, while Oren will bring the latest thinking on industry best practices and designing for ongoing change—each offering a lens on the critical nexus of strategy and execution. Dive into a discussion about the emerging impacts of machine-to-machine discovery, distributed authority, query fan-out, and more.

Come prepared to share what you’re seeing, what you’re testing, and what you’re excited about.

We hope you can join us.