Néstor Romero will take part on September 23 in the LiderIA Summit 2026, in Panama City, with a talk focused on the relationship between artificial intelligence, brands, audiences and reputation. His presentation will address one of the shifts that is changing digital visibility: the move from traditional search engine positioning to GEO (Generative Engine Optimization), aimed at brands' presence in the answers generated by artificial intelligence systems.The event will be held at the Torre de las Américas Auditorium, from 07:30 to 12:30, and is organized by the Kiwanis Club of Panama under the slogan "Leadership in the Age of Artificial Intelligence." Romero's talk is scheduled between 09:00 and 09:30.
Who is Néstor Romero?
Néstor Romero.Néstor Romero holds a PhD in Engineering in Digital Innovation, AI and Business Strategy, and is also COO of Centria Group. His career combines research, teaching, digital marketing, technological transformation and artificial intelligence.According to information from the event's dossier, he is an engineer from the University of Córdoba and holds a doctorate from the University of Málaga. He also has postgraduate training in business administration and management, digital marketing, neuromarketing, transformational leadership and artificial intelligence.His academic and professional activity has developed across institutions in Spain, Panama, the United States and other countries. Among the organizations with which he remains active are the University of Louisville, the University of Málaga, Quality Leadership University, the Universidad Europea Miguel de Cervantes, UTAMED, the University of Granada and the University of Chile.He also holds responsibilities in various organizations linked to neuromarketing, artificial intelligence, digital marketing and executive training.
What will Néstor Romero present at the LiderIA Summit 2026?
Romero's talk is titled "Communicating in the Age of AI: Brands, Audiences and Reputation in the New Digital Economy".One of its main focuses will be Generative Engine Optimization, known as GEO. This discipline examines how to achieve and measure a brand's presence within the answers generated by AI assistants and engines.The question Romero raises for business leaders can be summed up in a single line:
What does artificial intelligence say about my brand?
The approach stems from a transformation in how consumers obtain information. While a traditional search engine presents a list of results that the user must review, an AI assistant can select, summarize and directly present an answer.As a result, visibility no longer depends solely on holding a certain position on Google or Bing. It also depends on whether a company is mentioned, cited or incorporated into an answer generated by artificial intelligence.
SEO versus GEO: what’s the difference?
SEO and GEO are both related to digital visibility, but they pursue different goals.In traditional positioning, a brand tries to achieve a certain position within a search engine's organic results. Common metrics include rankings, impressions and clicks.In GEO, the goal is to analyze a brand's presence within the answers generated by AI systems. Variables that can be studied include citation, prominence and the frequency with which an entity appears in given answers.The dossier used for the talk summarizes this difference as follows:
Traditional SEO
GEO
Seeks visibility within a list of results
Seeks presence within a generated answer
The user compares the results
The system may present an already synthesized comparison
The research presented by Romero also points to an important characteristic: the same query run several times can produce different answers, so a single measurement does not necessarily represent a brand's real visibility.
Research on AI and brands in Panama
One of the highlights of Romero's participation will be the presentation of evidence gathered in the Panamanian market.The report "Panamanian Banking Facing Artificial Intelligence" was based on 320 real queries submitted to ChatGPT and Gemini, along with more than 10,000 search engine results and more than 165,000 processed records.Among the data collected in the dossier is a significant concentration of mentions of banking entities. According to that research, six entities accounted for 73% of the mentions analyzed, while one entity appeared in 97.5% of the answers studied.The study also found differences between answers generated in response to identical queries. Two answers might share only between 58% and 61% of the brands mentioned, a result used to illustrate the variable nature of visibility in generative systems.Another finding from the research is that a banking entity appeared in 76% of an assistant's answers, while its official website was cited in only 6% of those answers.These figures are preliminary and correspond to research carried out in July 2026, so they should be interpreted within that context and not as a permanent measurement of the market.
AI can talk about a brand without citing its website
One of the aspects Romero will bring to the LiderIA Summit stage is precisely the difference between being mentioned and being cited.A company can appear within an AI-generated answer even if its official page is not among the sources directly used to build that answer.This raises a strategic issue for marketing leaders: the information used by generative systems may come from other sites, such as media outlets, comparison sites, reviews, forums and content published by third parties.For that reason, managing digital presence is no longer necessarily limited to the corporate website.The research presented in the dossier notes that approximately 28% of the sources cited by the assistants analyzed did not appear among the first 50 Google or Bing results.
The risk of AI using outdated information
Generative visibility also raises a reputational problem.The dossier describes the case of a banking entity that was undergoing a liquidation process authorized by the regulator and that, despite this, continued being recommended by AI assistants for products it no longer offered.The example illustrates one of the risks the talk aims to address: a brand may not only be left out of an answer, but may also be described using outdated, incorrect or decontextualized information.This problem can become especially relevant when an organization undergoes corporate changes, mergers, acquisitions, brand changes or product discontinuation.The question then stops being only how much AI talks about a company and becomes also what information it is using to describe it.
Is there a scientific metric to measure GEO?
Romero's presentation also draws on academic research on measuring brand presence in generative engines.In August 2026, the journal Latitude, published by Quality Leadership University, released the scoping review titled "Measuring Brand Presence in Generative Engine Optimization: A Scoping Review of Metrics and Validity".The work was carried out by Néstor Romero together with other researchers and reviewed 23 international primary studies using the Joanna Briggs Institute methodology and the PRISMA-ScR framework.According to the conclusions included in the event materials, there is still no scientifically validated instrument for measuring a brand's generative presence.This introduces a note of caution in a field where numerous GEO metrics, tools and methodologies are already circulating.
Five ideas Néstor Romero will bring to executives
The talk is designed for a business audience made up of CEOs, CFOs, directors and board members.Among the lines of work outlined in the material prepared for the talk, five stand out:
1. Measure before acting
Generative visibility should be analyzed using multiple queries, intents and assistants. A single question does not necessarily provide a sufficient representation.
2. Don’t stop at generic queries
For a specialized company, questions specifically related to its products, services, segments and customer needs can also be relevant.
3. Manage information published outside the corporate website
Media outlets, comparison sites, reviews and other external spaces can be part of the information ecosystem used by generative systems.
4. Don’t assume Google and Bing represent the whole ecosystem
Some of the sources used by assistants may not be found among the top results of the major search engines.
Monitoring should not focus solely on the number of mentions. It also matters to detect outdated information, incorrect attributions or recommendations that no longer match business reality.
When and where will the LiderIA Summit 2026 take place?
The LiderIA Summit 2026 will take place on Wednesday, September 23, 2026, from 07:30 to 12:30, at the Torre de las Américas Auditorium in Panama City.The gathering is designed for an executive audience and includes a morning of talks and networking.The program features six speakers and covers different dimensions of artificial intelligence: agentic AI, brand and reputation, sales, organizational culture, leadership, social impact and cybersecurity.Néstor Romero's talk will run from 09:00 to 09:30.
Who is taking part in the LiderIA Summit?
In addition to Néstor Romero, the program includes:
Alex Isaac Horvitz, CEO of HCS Capital.
Christian Corredoira, CEO of Digital Ideas.
Edwin Contreras, of Cable & Wireless Business.
Jorge Saa, of Microsoft Panama.
Jaime Blanco Landau, of CLAdirect.
The talks cover everything from the impact of agentic AI on business to sales, talent, leadership and cybercrime.
An artificial intelligence event with social impact
The LiderIA Summit also has a social component.It is organized by the Kiwanis Club of Panama, and the event materials indicate that 100% of the funds raised will go to its service and leadership programs for children.The summit will have limited capacity and is especially aimed at senior executives. Information provided by the organizers sets admission at 150 dollars per person.
Why will GEO be one of the central topics at the LiderIA Summit?
Néstor Romero's participation places GEO within a broader business conversation: how the relationship between organizations, their audiences and artificial intelligence systems is changing.The issue is not only about getting traffic from search engines. As users increasingly ask questions directly to AI assistants, companies also need to know what information appears about them, which sources are used and in what context they are mentioned.Romero's approach stems precisely from that shift: moving from asking only "what position does my company appear in?" to also investigating "what does artificial intelligence answer when someone asks about my company or my industry?"
Frequently asked questions about Néstor Romero and the LiderIA Summit 2026
When will Néstor Romero speak at the LiderIA Summit 2026?
His talk is scheduled for September 23, 2026, from 09:00 to 09:30, at the Torre de las Américas Auditorium in Panama City.
What is the title of Néstor Romero’s talk?
The talk is titled "Communicating in the Age of AI: Brands, Audiences and Reputation in the New Digital Economy".
What will Néstor Romero talk about?
The talk will mainly address GEO, brand visibility in AI-generated answers, digital reputation, and the differences between traditional search engine positioning and generative engines.
What is GEO?
Generative Engine Optimization (GEO) is the set of approaches aimed at studying and improving the presence of a brand, content or entity within the answers generated by artificial intelligence systems.
What is the difference between SEO and GEO?
SEO focuses mainly on visibility within search results and metrics such as rankings, impressions and clicks. GEO analyzes a brand's presence within AI-generated answers, including aspects such as mentions and citations.
Where is the LiderIA Summit 2026 held?
The event will be held at the Torre de las Américas Auditorium, Panama City, on September 23, 2026.
Who organizes the LiderIA Summit?
The event is organized by the Kiwanis Club of Panama under the slogan "Leadership in the Age of Artificial Intelligence."
What is Néstor Romero’s relationship with Centria Group?
Néstor Romero is COO of Centria Group, a technology group dedicated to digital transformation and artificial intelligence projects, which is developing a research line related to brand presence in generative systems.
Where can information about the LiderIA Summit 2026 be found?
The information provided in the dossier points to the event's official website: lideria.ai/summit.
What social media accounts does Néstor Romero have?
The material supplied for this article does not include official social media profiles for Néstor Romero, so no accounts are added that are not verified in the available documentation.
The shift from search to answer
Néstor Romero's participation in the LiderIA Summit 2026 puts a concrete transformation of digital communication on the table: brands no longer compete only to appear in search results, but also to be part of the answers users receive from artificial intelligence systems.But the research itself introduces a warning: GEO is still a developing field, and its measurement methods do not yet have a generally validated scientific instrument.
So rather than offering a definitive formula, the talk raises a new question for organizations: when someone asks an artificial intelligence about a company, a product or an industry, what information will they find, and where will it come from?
What changes from SEO to GEO?
Dimension
SEO (traditional search)
GEO (generative engines)
Unit of visibility
A position in a list of ten links
Presence within a single written answer
Core metric
Organic ranking, clicks, impressions
Citation, prominence, text absorption and share of citation
Who compares
The customer, who sees the full set of options
The system, which delivers an already made and filtered comparison
Available surface
Ten results, second page and scrolling
Three or four names, with no second page
Behavior
Deterministic and relatively stable
Stochastic: the same question can return different answers
Where it is built
Mostly on the brand's own site
Largely on what third parties publish: media, forums, reviews and comparison sites
State of measurement
Mature discipline, with stable metrics
Emerging field: metrics abound, validated instruments are lacking
The evidence behind Néstor Romero’s talk
Figure
What it means
97.5%
Presence of Panama's leading banking entity in the ChatGPT and Gemini answers analyzed
73%
Share of the sector's mentions concentrated in just six entities, out of more than fifty licensed ones
58-61%
Overlap of brands between two answers to an identical query: AI visibility is a probability, not a fixed position
76% / 6%
A bank appears in 76% of an assistant's answers while its official website is cited in 6%: AI talks about it without having read it
28%
Proportion of the sources cited by AI that do not appear among the first fifty Google or Bing results
0% → 90%
Jump for several entities that never appeared in the general conversation but dominate their specialty once the question changes
7 families
Families of visibility metrics identified in the international scientific literature, with no common integrating framework
0 instruments
Studies that subject their measurement to psychometric validation: there is still no validated instrument for generative presence
What does an executive take away from the room?
Line of work
What it involves
1. Measure before acting
Repeat each query at least three times, cover the customer's range of intents, and do so across several assistants separately. A measurement based on a single query can produce a reading that is the opposite of the real position.
2. Stop looking only at the generic question
For a specialized brand, the relevant question is not the general one for its category, but the one that corresponds to its product or segment.
3. Manage what is said outside the brand's own website
Media relations, comparison sites, review sites and user-generated content stop being just communication tools and become visibility tools.
4. Don't assume a search engine represents everyone
The two major search engines show different things, and a meaningful share of what AI cites is not found in either of them.
5. Monitor what is said, not just how much
The risk is not only absence: it is being described with outdated data, incorrect attribution, or being outshined by a recommendation for a competitor that no longer operates.
LiderIA Summit 2026 fact sheet
Field
Detail
Event
LiderIA Summit 2026 — Executive Summit for Senior Leadership
Slogan
"Leadership in the Age of Artificial Intelligence"
Date and time
Wednesday, September 23, 2026, from 07:30 to 12:30
Venue
Torre de las Américas Auditorium, Panama City (financial district)
Organizer
Kiwanis Club of Panama
Format
In-person, in Spanish. An executive morning including networking
Capacity
100 leaders expected · limited spots
Speakers
Six experts
Attendee profile
CEOs, CFOs, directors and board members
Admission
150 dollars per person
Social impact
100% of the funds raised go to the service and leadership programs for children run by the Kiwanis Club of Panama
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