As more partners use AI to generate websites, campaigns, and messaging, claims, language, and positioning are converging. When everyone sounds the same, AI struggles to distinguish real expertise, credibility, and focus, and sales teams inherit weaker leads and misaligned expectations.

Buyers increasingly ask tools like Copilot, or ChatGPT to compare and recommend partners, often before sales is involved. When differentiation signals are vague or interchangeable, AI fills in the gaps with assumptions, regardless of real capability.

This session introduces signal engineering: the intentional design of clarity, consistency, and proof so AI can accurately interpret, trust, and differentiate your ERP practice. Rather than generating more content, ERP partners must engineer stronger signals across positioning, structure, and evidence.

In this session, Inge Boubez explains how ERP partners can escape AI-driven sameness by designing signals that stand out to both AI and buyers. She reframes the shift from SEO to Generative Engine Optimization (GEO) around signal strength, not volume, and applies neuroscience principles to show how trust and differentiation are formed before sales engagement.

You will learn:

- How AI evaluates and collapses weak or generic ERP differentiation signals
- How to engineer clear signals through positioning, proof, and content structure
- How stronger AI signals lead to better-fit prospects entering the sales funnel