Zak Ali, of Finder, on GEO, LLMs, and the next era of search

In this conversation, Kevin Lee (Didit, eMarketing Association) sits down with Zak Ali, Head of U.S. Operations & Marketing at Finder, to unpack how brands can win visibility in a world of geo signals, LLMs, and AI assistants. They discuss why most organizations are still unprepared for the shift beyond “10 blue links,” how reputation and PR are becoming the new SEO, the rising impact of influencers and employees as brand ambassadors, and why trust is non‑negotiable in regulated “your money or your life” categories like finance. Zak also shares how he thinks about assisted conversions, content waterfalls from live events, and what an AI‑native marketing org should look like.