AI and the New Rules of Search: What Association and CE Marketers Need to Know
Includes a Live Web Event on 11/11/2025 at 3:00 PM (EST)
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- Customers - Free!
Artificial intelligence is changing the way people discover, engage with, and evaluate content online. For association event planners and continuing education professionals, this shift has major implications for visibility, reach, and engagement.
In this session, Ezra Wolfe, SVP of Product & Jessie Reyes, VP of Marketing at Cadmium, will be joined by Ian Brown, CEO of Bohu Digital, to break down how AI is transforming search and what it means for your organization’s digital strategy. You’ll learn how SEO (Search Engine Optimization) is evolving into GEO (Generative Engine Optimization)—and how to apply these insights to ensure your events, courses, and resources appear in both traditional search results and AI-generated answers.
Attendees will gain a clear understanding of which keywords and phrases matter most, how to create content that performs well in AI-driven environments, and how to use Google Analytics data to measure success. Walk away with actionable tools and frameworks to future-proof your content strategy in the age of AI.
Key Takeaways:
- Understand how AI is transforming search behavior and what the rise of Generative Engine Optimization (GEO) means for your organization.
- Learn how to identify the right keywords and phrases that align with your audiences and offerings.
- Discover the types of content that are most likely to be surfaced by AI-generated search tools.
- Gain a simple framework for using Google Analytics to benchmark and measure content performance.
- Walk away with practical steps to make your organization’s content more discoverable in both traditional and AI-driven search environments.
Ian Brown
CEO and Managing Partner
Bohu Digital
Ian Brown is a marketing strategist and business leader with a passion for understanding consumer behavior and turning insights into measurable growth. Over his career, he’s held roles across field, brand, and performance marketing, gaining a deep understanding of how data and creativity intersect to drive business outcomes. As CEO and Managing Partner of Bohu Digital, Ian applies this experience to help brands build clarity from complexity — aligning strategy, performance, and purpose. Known for his thoughtful, data-informed leadership, he’s dedicated to helping teams focus on what truly moves the needle.
Jessie Reyes (Moderator)
Vice President, Marketing
Cadmium
Jessie Reyes is a seasoned marketing leader with nearly 20 years of experience steering transformative initiatives and fostering business growth through strategic marketing campaigns. Currently serving as the Director of Marketing at Cadmium, a prominent SaaS provider in the ed-tech and event-tech sectors for associations, Jessie brings a wealth of expertise. Her track record includes building and guiding high-performing teams, establishing robust marketing operations, and crafting compelling campaigns that generate qualified leads and drive conversions.
Ezra Wolfe
Senior Vice President, Product
Cadmium
Ezra Wolfe is an accomplished leader in healthcare learning technology, with extensive experience in driving innovation and enhancing client solutions. He co-founded EthosCE, where he served as Chief Technology Officer and Partner, and later as General Manager. Ezra holds a Master's degree in Journalism from the University of Kansas and a Bachelor's degree in Photojournalism from Syracuse University. He is passionate about leveraging technology to improve healthcare education and outcomes.
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