Chris Anderson is a professor at the Cornell Nolan School of Hotel Administration. Prior to his appointment in 2006, he was on the faculty at the Ivey School of Business in London, Ontario, Canada. Professor Anderson’s main research focus is on revenue management and service pricing. He actively works in the application and development of revenue management across numerous industry types, including hotels, airlines, and rental car and tour companies, as well as numerous consumer packaged goods and financial services firms. Professor Anderson’s research has been funded by numerous governmental agencies and industrial partners. He serves on the editorial board of the Journal of Revenue and Pricing Management and is the regional editor for the International Journal of Revenue Management. At the Nolan School of Hotel Administration, Professor Anderson teaches courses in revenue management and service operations management.
Search and Discoverability in the Era of AI
Workshop Overview
Traditional search marketing is failing as AI transforms how customers discover and buy. Generative AI systems now answer questions directly, bypassing websites entirely, while conversational agents handle research and purchasing without familiar funnels.
This workshop equips you with strategies to thrive in this new landscape and frameworks you can implement immediately to capture visibility in AI-powered search results and conversational interfaces.
We will explore the critical shift from Search Engine Optimization (SEO) to Generative Engine Optimization (GEO), where visibility depends on being selected, summarized, and cited by AI systems — not just ranking in blue links. We'll investigate how agent-led purchasing is reshaping customer journeys, where conversational interfaces recommend and increasingly transact without sending users through traditional websites.
We will examine how semantic search reveals high-signal customer intent and examine how platforms like Amazon and Expedia are evolving their AI-powered discovery — as well as what this means for your distribution strategy. You'll leave with actionable tactics to measure the impact of these changes on your current performance along with a roadmap for adapting your customer acquisition strategy.
Key Workshop Takeaways
- Apply new content strategies and authority signals that earn selection by generative search systems, ensuring your brand becomes the definitive answer
- Build distribution strategies for AI assistants and vertical copilots that plan and execute purchases within conversational interfaces
- Use natural-language search patterns to identify high-value customer intent and transform that intelligence into targeted personalization and merchandising
- Adapt your media and direct-sales approach as major platforms like Amazon and Expedia integrate generative AI into their discovery algorithms
with Impact
learning
real tools
engagement
Workshop Faculty
Who Should Enroll
- Digital marketing directors and managers responsible for organic search performance and customer acquisition costs
- E-commerce and revenue operations leaders accountable for conversion optimization and marketplace performance
- Product marketing and growth professionals managing user acquisition funnels and competitive positioning in digital channels
- Analytics and customer insights teams measuring search performance and translating customer intent data into strategy
- Distribution and partnerships managers overseeing marketplace relationships and third-party channel optimization
What You'll Earn
- Letter of Completion
- 3 Professional Development Hours (.3 CEUS)