Generative Engine Optimization (GEO) is the practice of increasing a brand's discoverability across AI-powered search and answer engines, including ChatGPT, Gemini, Perplexity, and Google AI Overviews. As organizations begin investing in this new capability, procurement teams are being asked to evaluate a category with few established standards. Join Butler/Till's Nicole Nigh, Vice President of Growth, and Maggie Leathersich, Director of Strategy & Partnerships, Biddable Media, for a practical workshop on how to assess GEO partners, reduce risk, develop stronger RFPs, and make confident, defensible buying decisions. Leave with a procurement-ready framework for evaluating vendors in the AI discovery era.