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As consumers turn to AI search and generative platforms for product information and personalized recommendations, brands are looking for new ways to influence what those systems see—and ultimately what they say. Generative engine optimization (GEO), social media engagement strategies, and other techniques can shape the information AI platforms use to generate answers and recommendations. But questions remain about when optimization becomes advertising, and when a company could be responsible for claims that appear in AI-generated content.
This webinar will explore advertising law and enforcement risks surrounding GEO, including strategies designed to increase a brand’s visibility in AI-generated answers and recommendations; efforts to boost or amplify favorable content on social media and community platforms through upvotes and other engagement (or suppress negative content through downvotes); and the circumstances in which advertisers may face responsibility for claims generated, repeated, or amplified by AI platforms. Join Venable’s Autorenewal Solutions Team (VAST), who will examine how the Federal Trade Commission (FTC), state attorneys general, competitors, and private plaintiffs may apply familiar principles governing deceptive advertising, endorsements and testimonials, native advertising, and claim substantiation to these new marketing strategies and discuss practical steps companies can take to reduce risk.
Speakers
Ellen Berge, Partner, Venable LLP
Shahin Rothermel, Partner, Venable LLP
Ari Rothman, Partner, Venable LLP