How I AI How an SEO Trailblazer Prepares Brands for the Future of AI-Driven Search
Dec 10, 2025
Seth Besmertnik, Co-founder and CEO of Conductor, dives into the transformative role of AI in shaping brand visibility. He discusses how Conductor generates synthetic customer prompts to evaluate AI-driven responses, making traditional keyword rankings feel outdated. Seth emphasizes the importance of evolving leadership in an AI-first world and how his team uses AI to enhance performance and streamline operations. He also highlights the need for brands to be proactive in creating AI-readable content to thrive in the new landscape of digital search.
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Surprise Recognition At OpenAI Dev Day
- An engineer at Conductor unexpectedly saw his name on-stage at an OpenAI event next to big companies.
- The team realized they were heavier users of OpenAI APIs than they expected.
Make AI Fluency A Core Skill
- Give every employee access to AI tools and training so they learn to use them productively.
- Expect AI fluency to become as essential as Excel for future hires.
AI Is Both Tool And Channel
- AI affects companies both as an internal productivity tool and as an external channel where customers search.
- Brands must optimize for AI-driven discovery, not just traditional Google rankings.