The new rules of search in an AI world

The WARC Podcast · Oct 30, 2025 · 44m

LLM-based search is the new mental availability engine, but success requires deep understanding of how a category is bought, thought and talked about. Shane O'Leary (Zoetis) and Gemma Spence (VML) join WARC's Lena Roland to discuss best practices for generative engine optimization.

Chapters:

Here are 20 SEO-optimized chapter headings with timestamps you can use for YouTube and to help Google AI Overviews understand the episode:

[00:08] – Intro: How AI Is Transforming Search

[01:23] – Meet the Guests: Shane O’Leary & Gemma Spence

[02:21] – What Is Generative Engine Optimization (GEO)?…