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As AI-powered search and Large Language Models (LLMs) reshape how customers discover financial products and services, organisations must rethink how they build visibility, trust, and influence in digital decision-making journeys.

This discussion explores how financial institutions can understand their presence in AI-generated recommendations, measure performance against competitors, and establish ownership of emerging disciplines such as Generative Engine Optimisation (GEO) and Answer Engine Optimisation (AEO).

With customers increasingly turning to AI assistants for personalised financial guidance, from choosing mortgages to evaluating savings products, the challenge is no longer only being found online, but being accurately represented and trusted within AI-driven experiences. The session will examine how leaders can connect content strategy, SEO, and LLM visibility into a unified approach that prepares their organisations for the future of financial discovery.

Discussion

Topics

In the Nordics, customers are already asking AI which mortgage or savings product to choose, not just what one is. If an assistant ranked you below a competitor today, would you even know — and would you trust it enough to act? And is this a boardroom priority yet, or still sitting a few layers too low?

How do you track where you show up in AI answers versus competitors today? Is anyone measuring it with rigour, or is it still "someone asked ChatGPT and screenshotted it"?

SEO has had a home — usually marketing, with budget and a team — for twenty years. Where does GEO/AEO/LLM visibility sit in yours? Is it someone's job, or everyone's and therefore no one's?

Our cross-region research shows very mixed citation success on financial-services prompts. Are you treating content, SEO and GEO as one connected discipline or three separate workstreams — and what would it take to make that shift internally?

SUBJECT MATTER EXPERT

Kieran Smith

Digital Strategy Principal at Adobe

Kieran Smith is a Digital Strategy Principal at Adobe, with over four years of experience helping organisations across Financial Services, Public Sector, and Healthcare in EMEA transform their digital strategies and customer experiences. Specialising in digital experience, personalisation, data, content strategy, and Generative AI, Kieran Smith partners with C-Suite and leadership teams to uncover opportunities, shape future visions, and deliver impactful solutions that drive meaningful business outcomes.

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Adobe

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