AI isn't simply changing how businesses create content. It is changing how customers find businesses in the first place.
In this episode, Adi Klevit interviews Bruno Gavino, Founder and CEO of CodeDesign, about the transition from traditional SEO to generative engine optimization and what companies need to do to remain visible as AI-powered search grows. Bruno explains that visibility can no longer depend on publishing blog posts and accumulating backlinks. AI models can evaluate a much broader digital footprint, including how a company is discussed, reviewed, referenced, and connected to other credible sources across the internet.
Adi and Bruno get practical about what businesses can do now. Bruno recommends making online content easier for AI models to consume, using structured information, question-and-answer formats, summaries, transcripts, case studies, and firsthand client experiences. He also explains why authority matters. A company's expertise needs to appear consistently across its website, social channels, interviews, articles, and other digital touchpoints so AI models have enough context to understand what the company actually knows and does.
The conversation then moves beyond marketing into a larger discussion about AI implementation. Adi and Bruno agree that adding AI to a disorganized business won't automatically make the organization better. Businesses first need to understand and define their workflows so they know what should be optimized or automated. Bruno points out that individual employees adopting different AI tools without an overall blueprint can actually create more fragmentation. The opportunity is to combine AI with clearly defined processes, allowing technology to improve the organization rather than simply accelerating existing disorder.
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