To stay discoverable in an AI‑driven world, optical brands and professionals will need to shift from search engine optimization (SEO) to generative engine optimization (GEO). For the optical industry—where consumer decisions are increasingly shaped by digital research, peer recommendations, and clinical credibility—the new entry point for discovery is generative AI. Zero‑click results and AI‑summarized answers are transforming how patients, consumers, and industry partners find information....

Once again, the industry gathered in Las Vegas for Vision Expo West and from the start to the finish the OWA was there connecting,...

Next week during the annual OWA Champagne Breakfast and kick-off for Vision Expo East, Karen Roberts (Carl Zeiss International) will...

In her OnStage Leadership program and Brave Leadership book, Kimberly Davis, challenges you to find your Super Objective. The OWA members...

On International Women’s Day, March 8th, Judge Karen Ackerson Gauff shared an inspiring presentation with the OWA. You can watch the...