Here's the honest version of what's happening in marketing right now: your website has two audiences — humans and AI agents — and most leaders are unsure what moves the needle and how to get their teams to optimize for both. Content & Beyond on August 20 is two hours built around exactly that.
Here's what's on the agenda:
The keynote: Brand vs. demand: where should your money go?
Optimizely's SVP of marketing joins guest speaker, Forrester's Nikhil Lai, on where to invest as AI search becomes your biggest referral source.
Create for humans: Turn hard-won traffic into your best signal yet
Humans are a shrinking slice of your traffic. Hear from the "godfather of martech" Scott Brinker and Optimizely's Kevin Li on making every visit count with personalization that converts.
Create for agents: The truth on what worked and what didn't in year one of AEO
Separate content for agents? AI cloaking? Does llms.txt even matter? Conductor CEO Seth Besmertnik and Outrigger Hotel's Bryan Hopkins on what year one of AEO actually taught them.
Lessons from rebuilding optimizely.com in the agentic era
Hear directly from the team who rebuilt optimizely.com What velocity actually looks like when AI is part of your team, and what they wish they'd known going in.
