About this video

Join Ethan Smith (CEO) and Greg Druck (Head of AI), as they delve into the exciting world of AI search and large language models (LLMs). This session explores how to optimize for AI answer engines, discussing key strategies such as answer optimization and citation optimization. Ethan and Greg explain the technology behind LLMs, including Retrieval Augmented Generation (RAG), and provide actionable insights on improving search and discovery processes. The discussion covers the transition from traditional SEO to answer optimization, incorporating co-occurrence, user-generated content, and various surfaces like ChatGPT, Perplexity, and more. Learn about the evolving landscape of search and discovery in the age of AI and how to stay ahead with cutting-edge strategies.

Gregory Druck, PhD
Chief AI Officer
Gregory Druck is Chief AI Officer at Graphite, where his team builds AI-powered writing tools and feedback loops to improve the ROI of organic content. Previously, he was Chief Data Scientist at Yummly and a Postdoctoral Scientist at Yahoo! Research. He holds a Ph.D. in Computer Science from the University of Massachusetts Amherst.
Ethan Smith
CEO
Ethan is CEO of Graphite, an AI-powered growth agency. Ethan is an adjunct professor at IE Business School and teaches SEO and AEO at Reforge. Prior to founding Graphite, Ethan was a research assistant at Microsoft Research Lab Cambridge and UC Santa Barbara with research focused on human-computer interaction and psychology.
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