AI fluency as marketing superpower: Winning in the era of AEO and automated traffic

As AI-powered search, AEO (answer engine optimization), and automated bot traffic reshape how audiences find and interact with brands, marketing teams must adapt fast. In this session, Webflow CMO Dave Steer will be joined by Amy Holtzman (CMO, Cheq), and Amy Marino (Global Head of Brand Marketing, Hubspot) to explore how to build AI fluency across your organization, optimize for answer engines, and measure success in a bot-heavy landscape. Learn how to shift mindsets, design bot-aware strategies, and lead teams to thrive when AI is often the first — and sometimes only — audience for your brand.

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Attendees will learn:

• How to make AI and AEO fluency a core team capability
• Strategies for bot-aware marketing and accurate performance measurement
• Leadership approaches to driving AI adoption across the organization
• Tactics for optimizing content for answer engines to boost brand visibility