The biggest organizational barrier preventing brands from succeeding in AI search
Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast

The biggest organizational barrier preventing brands from succeeding in AI search

B2Upper-intermediateOctober 7, 20261 min
  • Interview

Organizational silos remain the top barrier to AI search success. Siiri Lee, Senior Director of Global Direct-to-Consumer at MANSCAPED, brings over two decades of experience scaling DTC and omnichannel ecommerce operations to the conversation. The discussion covers reframing AI-driven search as a cross-functional organizational mandate rather than a single-department initiative, aligning GEO and AEO workstreams across traditional SEO team boundaries, and restructuring internal processes to match the pace at which search behavior is evolving. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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0:00

The voices of search podcast is a proud member of the I hear everything podcast network, looking to launch or scale your podcast. I hear everything delivers podcasts, production growth, and monetization solutions that transform your words into profit, ready to give your brand a voice.

0:18

Then visit, I hear everything.com. My name is Tyson and joining me today is Siri Lee, senior director, global direct consumer at Manscaped, where she leads the brand's global e-commerce strategy and digital customer experience.

0:33

Today we're going to be talking about who owns AI Discovery, why GEO and AEO are forcing SEO teams to work across traditional organization barriers and what it takes to move fast when search is changing faster than most organizations can adapt.

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