Acquia and Pare & Co will host Be the Answer: How Acquia and Pare & Co Rebuilt Their Brands for AEO and GEO on November 10, 2026, at 2:00 PM Eastern. Register for the webinar on Acquia.
Your next customer may form an opinion of your brand without ever visiting your website. In the first four months of 2026, 68% of US Google searches ended without a click. AI tools now answer the question, recommend the vendor and shape the shortlist. For marketers, the goal has changed from ranking on page one to being the brand that AI cites.
Why this matters to marketers
What happens when a buyer knows your category but never reaches your site? How do you protect brand trust when an AI system summarizes your company before your team has a chance to tell its story? And how do you show leadership that visibility in an AI answer is contributing to the business, even when the visit never appears in a traditional traffic report?
Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO) address that shift. Both reward what audiences already value: clear, accessible and trustworthy content. They also require marketers to think beyond rankings and pageviews toward citation share, engagement quality, brand visibility and the influence content has on a buyer’s decision.
The webinar will examine those questions through two organizations that have recently made the transition themselves.
Two brands rebuilt for humans and agents
In 2026, Acquia repositioned its brand and rebuilt its website for a world where the audience includes both humans and AI agents. Acquia is now the digital experience platform built for that world, with a site designed to make its value clear to people and the systems helping them make decisions.
Pare & Co, formerly Oomph, used its rebrand as an opportunity to rebuild for the AI age from day one. The new brand and website are supported by structured content, schema, case studies, partner references and accessibility. Those decisions help people understand the firm while giving AI systems clearer evidence about what Pare does, who it serves and why its work matters.
The webinar will share the full story behind both changes: why each organization repositioned, what changed on its site, how each team measures AI visibility and what results they are seeing.
What attendees will take away
Marketers will leave with practical answers to questions such as:
- What do AEO and GEO mean, and how are they different from SEO?
- How do AI crawlers and agents read a website differently from a conventional search engine?
- Which content and technical choices make a brand easier to cite, including structured data, semantic HTML, plain language and content chunking?
- How can a rebrand become an opportunity to improve AI visibility rather than simply change the logo and messaging?
- Which new KPIs help teams measure citation share, engagement quality and brand visibility in AI answers?
- How can marketers turn those measurements into a credible report for leadership?
The session will close with a step-by-step playbook to benchmark a brand’s current visibility, optimize the content and technical signals that matter, and report progress in terms the business can use.
Speakers
The discussion will feature Matt Wetmore, Vice President of Digital Experience & AI Enablement at Acquia; J. Hogue, Director of Experience Design at Pare & Co; and Julie Elman, Lead Digital Project Manager at Pare & Co.
Whether you are creating a new brand or supporting an established one, the webinar is designed to help your team answer a practical question: when a buyer asks an AI tool about your category, what will it say about you, and what evidence will it use to say it?