Spinutech Leaders to Discuss the New Rules of Brand Visibility at NAMLS 2026

Spinutech's Kip Russell, Senior Director of Business Insights, and Taylor Fisher, Associate Director of Content Delivery, will speak at the 2026 North American Marketing Leadership Summit (NAMLS), taking place September 28-30 in Phoenix, Arizona.

The summit brings together more than 400 attendees and 30+ speakers. Kip and Taylor will join a lineup of speakers from brands and organizations including Amazon, PepsiCo, FIFA World Cup, Microsoft, Spotify, AT&T, Goodwill Industries International, and KPMG.

Kip’s and Taylor’s session, "Built to Be Found: The New Rules of Brand Visibility in an AI-Driven World," will provide marketing leaders with a practical framework for navigating a discovery landscape shaped by artificial intelligence, social platforms, zero-click experiences, and increasingly fragmented search behavior.

The session is scheduled for Tuesday, September 29, from 9:50-10:25 a.m. in Stream One.

The central idea is simple: Rankings and website traffic still matter, but they no longer tell the full story of whether a brand can be found, understood, trusted, and chosen.

Why Brand Visibility Needs a Broader Playbook

Today, consumers no longer discover brands through a single path. A buyer might encounter a company in an AI-generated answer, a social media conversation, a traditional search result, a marketplace, or a third-party article — and may make progress toward a decision without ever visiting the company's website.

That shift does not make search engine optimization (SEO) obsolete. Strong technical foundations, useful content, clear site structure, credible expertise, and alignment with audience intent remain essential. But answer engine optimization (AEO) and generative engine optimization (GEO) expand the work required. Brands must also consider whether AI systems can understand their expertise, whether trusted sources support their claims, and whether their content is structured to earn inclusion and citation.

Spinutech approaches this as a connected visibility challenge spanning SEO, GEO, content strategy, website experience, and data and analytics. Visibility improves when those disciplines reinforce one another instead of operating as separate tactics.

What Marketing Leaders Will Learn

Kip and Taylor will help attendees distinguish durable search principles from the changes required for AI-driven discovery. The workshop will explore:

• How AI, social media, zero-click experiences, and fragmented search are changing the way people discover and evaluate brands.
• Which SEO fundamentals continue to support visibility, and where AEO and GEO require new methods.
• What helps a brand get found, cited, trusted, and chosen across today's discovery ecosystem.
• How marketing teams can move beyond rankings and traffic toward strategies and key performance indicators that reflect business impact.

For marketing leaders, that measurement shift is especially important. A modern visibility scorecard may include brand inclusion and citation frequency in AI answers, share of voice against competitors, source quality and accuracy, branded demand, engaged visits, assisted conversions, and revenue influence. No single metric replaces rankings or traffic. The goal is a fuller view of how discovery contributes to consideration and growth.

Meet the Spinutech Speakers

Kip Russell, Senior Director of Business Insights

Kip brings more than 15 years of experience across digital marketing, social media, content, data, and strategy. His work focuses on helping brands understand changing consumer behavior and turn emerging trends into practical marketing strategies. At Spinutech, he works at the intersection of data, AI, search, and business performance, bringing a business-first perspective to AI-driven discovery, marketing measurement, and brand visibility.

Taylor Fisher, Associate Director of Content Delivery

Taylor helps brands navigate the changing intersection of content, search, and digital discovery. She develops content strategies that connect audience needs with search behavior and evolving technologies, including AI-powered search and answer engines. Her work across SEO and content strategy helps organizations strengthen visibility, authority, and relevance while clarifying where established search fundamentals still apply and where new AEO and GEO approaches are needed.

Build a Brand That Can Be Found and Chosen

The next era of search is not a contest to publish the most content or chase every new platform. It is a discipline of building clear, credible, connected signals that help people and machines recognize why a brand belongs in the answer.

Attending NAMLS 2026? Join Kip and Taylor in Phoenix for a practical look at the new rules of brand visibility. To understand how your brand currently appears across search and AI-driven discovery, request Spinutech's free Brand Visibility Audit. The audit is designed to surface visibility gaps and identify opportunities to strengthen authority, inclusion, and performance.