Artificial intelligence agents now filter what consumers see. Brands face a stark choice. Adapt to this machine-mediated world, or vanish from discovery. IBM executives laid out the case bluntly at Adobe Summit. Alexis Zamkow, global lead of marketing transformation solutions, and Sandhya Ranganathan Iyer, associate partner for AI, warned that AI is disintermediating the brand experience. “These machines are disintermediating the brand experience,” Zamkow said, as reported by Search Engine Land . Search visibility hangs by a thread. Estimates suggest 75% of it could shift to AI agents within two years. No clicks needed. AI delivers answers directly. Brands win citations in those responses. Mere mentions won’t cut it. Citations are the holy grail, Zamkow emphasized. IBM’s solution? A 12-part GEO playbook. Generative Engine Optimization demands more than old SEO tricks. Start with strategic content foundations. One clear story across websites, PR, social media, third-party sites.…