Jamie Clapper here, and welcome to another episode of Unpacking the Digital Shelf: B2B Edition. Today, we’re joined by a true pioneer in the digital space—Steven Javor, Head of Digital Customer Experience and Channel Digital Commerce (Canada) at Schneider Electric. Steven has been shaping the digital landscape for over 30 years. From the early days of webcasts in the '90s to pioneering B2B ecommerce across Europe, the US, and Canada, he has seen every major shift in tech firsthand. In this episode, Steven takes us to the absolute cutting edge of digital marketing: Generative Engine Optimization, or GEO. We dive into what it actually takes to make your products visible to AI models, why 90% of your AI citations are coming from sources outside your website, and why the biggest challenge in AI isn't the technology—it’s change management and human trust. Whether you’re trying to optimize for LLMs, lead an enterprise AI transformation, or understand how Gen Z and Millennial buying habits are reshaping B2B, this episode has it all … so lets get to unpacking!