You know what AEO is and what it can do, and you've decided to start. Maybe you've even licensed a tool. But here's the question nobody puts on a slide: who's actually going to do the work? AEO looks like SEO's cousin, but it doesn't staff like one. It demands more content, in more places, and far more cross-functional collaboration than most teams plan for. This session draws on three companies that stood up real AEO programs: what they built, who they put on it, and what it returned. You'll learn: - The real workload an AEO program creates: creating for more surfaces and updating more often - The roles you need at the table, and the collaboration that makes or breaks the program - What three real programs produced, including the staffing models they used and the results they saw - The mistakes you can skip, drawn from lessons learned the hard way