Description:
In this episode of The Builders, I sit down with Andy Gersberg, co-founder of Bracket, to unpack how businesses can not only survive but thrive during massive tech shifts—like the one AI is bringing right now.
We talk about what it means to adapt, drawing on Andy’s journey from building Flash websites to pioneering what he calls GEO (Generative Engine Optimization)—a next-gen evolution of SEO tailored for AI-first platforms like ChatGPT.
Andy shares how his agency is helping clients get found by AI, not just traditional search engines. It’s a fascinating look at where digital strategy is headed and what builders like us can do to stay visible, nimble, and resilient.
Key Takeaways:
- Adaptability is survival: Just like the Flash-to-HTML5 transition, businesses must shift fast to meet new demands.
- GEO is the new SEO: If your content isn’t being picked up by AI models, you’re missing the biggest search funnel of the future.
- Think like AI: Create content that answers specific questions—structured data and LLM-ready formats help AI find you.
- AI is a copilot, not a threat: Use AI to elevate your offerings and scale what your team can do.
- Build infrastructure for the future: From firewalls to content strategy, ensure your site is AI-accessible and ready for the next wave.
Whether you’re building a solo business or scaling a full-blown agency, this episode is packed with insights on how to evolve before you’re forced to.
So grab that coffee, and let’s dive into the nuts and bolts of future-proofing your business.
Andy Gersberg
Andy Gersberg is the cofounder of bracket_, a thriving near-sourcing development studio based in Buenos Aires, Argentina. Founded in 2001, BracketMedia soon went global, incorporating strategic partners in key cities around the world and building a network of creative, innovative and skillful contributors. The company works to provide website solutions to partners and clients in the United States.
He is a people person with a high level of involvement, commitment and flexibility. As an innate problem solver, Andy functions as a bridge between clients and the valuable BracketMedia team. His daily routine consists of keeping customers on the loop by thoroughly following every stage of a project.
As an interactive producer, he fosters both external and internal relationships by being a good listener and always looking on the bright side.
When he is not conducting the Bracket Media orchestra, he enjoys playing with his son Sam, cruising across Río de la Plata with his sailing boat and voyaging the world with his family.
THE MEAT OF IT!
1. Andy’s Origin Story: From Film School to Web Agency Founder
- How a filmmaking background sparked a tech career
- Launching Bracket in early-2000s Argentina
- Navigating tech gaps and global shifts in adoption
2. Surviving Tech Shifts: Flash to HTML5 and Beyond
- The Flash fallout and its impact on business
- Lessons learned from adapting to major tech pivots
- Why locking into a single technology is risky
3. AI’s Tidal Wave: Copilot or Competitor?
- Overcoming early fear of AI replacing jobs
- Reframing AI as an opportunity, not a threat
- Real-world examples of using AI to elevate agency services
4. What is GEO? (Generative Engine Optimization)
- SEO for the age of AI—how GEO is reshaping visibility
- Why ChatGPT and other LLMs are becoming top traffic referrers
- How businesses should rethink their digital strategy
5. Structuring for AI Visibility
- Key structural elements to ensure AI indexing (LLM.txt, data sets)
- Importance of creating content that answers questions
- Technical and strategic alignment for GEO success
6. Building for Long-Term Resilience
- Financial runway + diversified skills = adaptability
- Why constant experimentation is critical in this new digital age
- Big takeaway: evolve or get replaced—be a builder of change
Click to See Episode Chapters and Timestamp
| Timestamp | Summary |
| 0:00 | From Filmmaking to Web Development: A Journey in Technology |
| 6:44 | Adapting to Technological Shifts: From Flash to AI |
| 18:13 | Embracing AI and No-Code Solutions in Web Development |
| 24:03 | Generative Engine Optimization: The Future of AI-Driven SEO |
| 37:45 | Creating AI-Ready Data Sets for Enhanced Client Services |
| 41:07 | Embracing AI to Innovate and Adapt in Tech Industry |
| 50:01 | Exploring Data-Driven Web Solutions and SEO Strategies |
Check out these related Episodes:
- Episode 215: Ken Cox – Building InLink: AI Employees + All-in-One Solutions = The Future of Business
- Episode 214: Erich Archer – Building Smarty Pants GPTs, Creating Faster, Smarter Workflows
- Episode 207: Peter Bonney – From Vision to Reality: Fastbreak’s AI-Powered RFP Solutions Journey
