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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

LLM Trust & Priority In the Nordics: Digital adoption typically outpaces most of Europe. Many customers are already asking AI assistants which mortgage or savings product to choose, not just what one is. If an assistant compared you unfavourably against a competitor right now, would you even know, and would you trust what it said enough to act on it? And more fundamentally, is this a boardroom priority in your organisation today, or is it still sitting a few layers below where it needs to be?

Measurement: What's your organisation's approach today to understanding where you show up in AI-generated answers versus your competitors? Is anyone tracking this with any rigour, or is it still anecdotal e.g. someone asked ChatGPT and screenshotted it?

Ownership: SEO has a twenty-year-old home in most organisations, usually marketing, usually with budget and a team. Where does GEO/AEO/LLM Visibility sit in yours today? Is it anyone's job, or everyone's job and therefore no one's?

Forward-thinking on LLM's, Content Strategy & SEO Research: Our team have undertaken across regions sees very mixed citation success for financial services discovery prompts. As you plan ahead, how are you thinking about content strategy, SEO, and GEO as one connected discipline rather than three separate workstreams, and what would it take to make that shift inside your organisation?

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.

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Adobe

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