Ian sits down with Shafqat Islam, President, Optimizely. They dive into AI, GEO, and the future role of websites. They also talk about how experimentation and creativity give companies the competitive edge in the current marketing landscape.

Key Takeaways:

• Your content needs to provide scarcity value to stand out. People and LLMs want original ideas. 
• Most CMOs are not experimenting enough, and are not being creative enough. Experimentation is key.
• Many SEO tactics will work for GEO, an