Sabarinath Yada

expert panel

As organizations race to develop generative engine optimization (GEO) strategies, many are approaching AI visibility the same way they approached search engine optimization over the last two decades: Publish more content, optimize keywords and try to improve rankings. Yet the rise of generative AI is changing how information is discovered, evaluated and surfaced.Members of the Senior Executive AI Think Tank—a curated group of executives, technologists, AI practitioners and digital transformation leaders—argue that many organizations are operating under flawed assumptions about how generative systems work. Their collective message is strikingly consistent: AI visibility is less about gaming algorithms and more about establishing trust, authority and credibility across the digital ecosystem.According to a 2024 Gartner forecast on generative AI and search, traditional search traffic is expected to decline significantly as users increasingly rely on AI assistants and conversational interfaces to find information. As AI-generated responses become a primary gateway to information, organizations must rethink how they establish authority online.The experts below explain why many GEO assumptions are misguided and where leaders should focus their efforts instead.

expert panel

The race to make AI indispensable in everyday life may have found its most compelling use case: health. As Google expands Gemini-powered health coaching capabilities and AI becomes increasingly embedded in wearables, smartphones and wellness platforms, the prospect of a 24/7 personalized health assistant is moving from science fiction to consumer reality.Members of the Senior Executive AI Think Tank believe AI health assistants possess characteristics few other AI applications can match: continuous engagement, highly personal relevance and the ability to influence daily behavior. Their optimism, however, comes with significant caveats.According to a Nature Digital Medicine analysis of large language models in healthcare, AI systems are advancing rapidly across clinical and consumer health applications, but researchers argue that stronger oversight, transparency and governance are necessary to ensure safe and responsible deployment.Think Tank members largely agree that AI health assistants have the potential to become the first truly mainstream consumer AI product, but they also emphasize that widespread adoption will depend on getting the safeguards right. Their insights reveal where the greatest opportunities lie, where the biggest risks remain and what organizations must do to build systems worthy of users' trust.

expert panel

Artificial intelligence remains one of the most consequential forces reshaping business, yet many organizations still struggle to distinguish meaningful breakthroughs from attention-grabbing headlines. While public discussion often centers on increasingly powerful models, digital assistants and speculation about artificial general intelligence, many enterprise leaders are discovering that the most transformative AI developments occur behind the scenes.Ask 10 AI experts what will matter most a year from now, and you might expect 10 different answers. Instead, members of the Senior Executive AI Think Tank—a curated group of experts specializing in machine learning, generative AI and enterprise AI applications—arrived at a strikingly similar conclusion: The biggest opportunities—and risks—aren't tied to the next model release. Across industries, they point to the infrastructure that makes AI useful in practice, from governance and security to evaluation, trust and workflow integration. At the same time, many are skeptical of some of today's loudest predictions, particularly around fully autonomous agents replacing human judgment at scale.As recent research from McKinsey suggests, organizations are increasingly finding that AI success depends less on access to cutting-edge models and more on the ability to operationalize them effectively. The experts featured here—those on the front lines of AI innovation—share the developments they believe leaders are underestimating, the trends they think are overhyped and where executives should be investing now to create lasting competitive advantage.

expert panel

As generative AI reshapes industries from media and marketing to software development and healthcare, one question is becoming impossible for enterprises, policymakers and technology providers to ignore: Who should benefit when AI systems are trained on human-created content?That debate has intensified as courts and regulators scrutinize how AI models are built, how synthetic media is distributed and whether creators deserve compensation when their work contributes to commercial AI products. Members of the Senior Executive AI Think Tank—a curated group of experts specializing in machine learning, generative AI and enterprise AI applications—say the future of AI depends on building sustainable systems that balance innovation with accountability, transparency and trust.Lawsuits and copyright disputes over AI training data have accelerated globally, while companies such as Adobe continue advocating for licensed datasets and provenance frameworks designed to verify content authenticity. At the same time, enterprise adoption of generative AI continues to surge, with a McKinsey study on the state of AI finding that organizations are rapidly increasing investments in generative AI initiatives despite ongoing governance concerns.The challenge now facing the industry is not simply whether AI companies should compensate creators, but how to build systems that make compensation, transparency and innovation sustainable at scale. Below, Think Tank members outline what that future could look like—from collective licensing models and provenance standards to creator opt-in frameworks, enterprise governance strategies and new approaches to trust in the age of generative AI.

expert panel

As artificial intelligence moves from experimentation to enterprise-wide deployment, many organizations are discovering a hard truth: Traditional metrics fail to capture real AI impact. Tracking pilots, usage rates or cost savings may signal progress, but they rarely reveal whether AI is fundamentally improving how a business operates. Members of the Senior Executive AI Think Tank—a curated group of leaders specializing in machine learning, generative AI and enterprise transformation—argue that success requires a more rigorous, outcome-driven framework. According to a recent Forbes analysis on scaling AI adoption across enterprise systems, only a small percentage of organizations successfully translate AI experimentation into measurable business value at scale. To move forward, boards and CEOs must rethink what success looks like. The following perspectives outline the KPIs that matter most—not as isolated metrics, but as signals of whether AI is delivering sustained, enterprise-level value.

expert panel

The race to deploy artificial intelligence is accelerating—and so is the pressure on leaders to act. From boardrooms to product teams, executives are being asked the same question: How fast can we get AI into production? But as organizations rush to capitalize on generative AI, the risks—hallucinations, data leaks and brand damage—are becoming harder to ignore. A National Institute of Standards and Technology (NIST) report on AI risk management emphasizes that without proper governance, AI systems can introduce significant reliability, security and accountability risks into enterprise environments. Insights from the Senior Executive AI Think Tank suggest that this is not a simple trade-off between speed and safety. Instead, it’s a leadership challenge that requires rethinking how organizations define competitive advantage. Below, Think Tank members discuss whether being first with AI is truly the advantage leaders think it is—or if the real differentiator is trust built through disciplined execution, strong governance and a clear understanding of where AI delivers value.