Navigating Answer Engine Optimization (AEO) at Mars Wrigley during the era AI Discoverability, with Global Director of Search Tory Bradley

In this episode of The New Frontier, Max Sinclair interviews Tory Bradley, Global Ecom Retail Search Director at Mars Wrigley, about the evolving landscape of e-commerce search and the impact of AI. Tory discusses Mars Wrigley's historical adaptation to technology, comparing the shift to electricity in the 1920s to the current Gen AI revolution. She emphasizes the importance of educating the organization at all levels about AI and adopting a top-down and bottom-up approach to drive adoption. Tory highlights the differences between traditional SEO and GEO (Generative Engine Optimization), noting the rapid changes and the wealth of consumer information available through AI-driven search. The conversation explores the challenges of restructuring organizations to integrate PR, social media, and brand marketing with SEO strategies in the age of AI, and the potential future where AI agents like Amazon's Rufus replace traditional search bars. Tory also shares her perspective on the advantages of working at a large company like Mars in navigating this new space and what initially attracted her to the search space.