A conversation about where AEO is going

Answer Engine Optimization is still evolving. There’s no single playbook — and no single definition that everyone agrees on yet.

In this conversation, Webflow’s Chief Revenue Officer, Adrian Rosenkranz, sits down with Ethan Smith, CEO of Graphite, to explore how search has changed over the last two decades, why answer engines are emerging now, and what that means for brands trying to stay discoverable.

This isn’t a tactical walkthrough. It’s a strategic conversation about fundamentals, tradeoffs, and how to think clearly in a shifting landscape.

Key takeaways

• AEO isn’t separate from SEO — it builds on it. The fundamentals that have always mattered still apply, even as new surfaces emerge.
• Authority and clarity are becoming more important, not less. AI systems still need to decide who to trust and how to describe them.
• Measurement is changing, but outcomes still matter. Visibility, conversions, and user intent are still the north stars — even when clicks are harder to trace.
• This isn’t a zero-sum shift. Answer engines are additive. The opportunity is expanding, not replacing what already works.

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