Paula Tempelaars

We live in a time when the scarcest resource is no longer information, but focus. Neuroscience shows that attention, memory and trust are processes shaped by emotion, repetition and clarity. At the same time, in the era of generative AIs, brands also need to gain priority in the systems that synthesize answers. It is in this context that AEO (Answer Engine Optimization) and GEO (Generative Engine Optimization) emerge — strategies aimed at positioning content and brands as trusted references not only for people, but for the artificial intelligence algorithms that increasingly mediate access to information. This panel proposes a bridge between brain and algorithm, articulating these approaches from neuroscientific principles. By highlighting attention as a strategic asset, the conversation positions neuroscience as a central lens to understand how positioning and consistency become decisive in the encounter between human and artificial intelligence. To be an entrepreneur, in this scenario, is to know where, and by whom, you want to be remembered.