Using Answer Engines to Drive the Customer Journey

• Why answer engine optimization (AEO) must become a core business capability owned by the CEO

• How to apply AEO across the customer journey to drive growth

• Practical ways to attract, convert and retain high‑value customers with AEO

• How to measure and optimize AEO impact over time

Answer engine optimization (AEO) is evolving beyond a marketing tactic into a foundational element of the modern customer journey. As buyers increasingly rely on AI‑driven answers, organizations must rethink how they attract, engage and retain customers.

This session explores how leaders can apply AEO across the full customer life cycle to drive more effective acquisition and retention. Gartner experts outline how to operationalize AEO, align it with broader business priorities and establish metrics and feedback loops to optimize impact and support sustainable growth.

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