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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

Customers in the Nordics are already asking AI which mortgage or savings product to pick. How much of a priority is brand visibility across AI platforms for leadership in your organisation — and are you viewing it as a risk to manage, or an opportunity to seize?

What does success look like when it comes to brand visibility in AI-generated answers - is it simply being cited, ranking ahead of competitors, or customers trusting the answer enough to act on it?

For 20-25 years SEO has typically had a home in marketing, with budget and a dedicated team. How is your organisation adapting to accommodate GEO/AEO/LLM visibility? Is it someone's job, or everyone's and therefore no one's?

Financial Services brands are under increasing pressure to keep content accurate and optimised for AI across every region and product line. Where do you feel the biggest bottlenecks are today?

SUBJECT MATTER EXPERT

Kieran Smith

Speaker 1

Digital Strategy Principal at Adobe

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.

ABOUT

Adobe

Creativity is in our DNA. Our game-changing innovations are redefining the possibilities of digital experiences. We connect content and data and introduce new technologies that democratize creativity, shape the next generation of storytelling, and inspire entirely new categories of business.