AI beyond the hype: what’s changing in search, what’s not, and what you need to do now

Purna Virji explores how AI is transforming marketing changing audience engagement and campaign optimization while core marketing principles remain. This talk offers clear insights on navigating AI’s evolving impact to drive real business results.

Zero-Click marketing: how to win attention without chasing algorithms

Amanda Natividad explains how to capture audience attention as clicks decline, by creating content that builds trust and resonates deeply. Learn to flip the funnel and use audience research to engage customers before they even visit your site.

AI-driven SEO: leveraging technical & content optimizations for future-proof strategies

This roundtable will explore the intersection of AI and SEO, focusing on how professionals can optimize structured data and adapt strategies to evolving AI search algorithms. Key topics include leveraging AI-driven tools like AI Mode and Query Fan Out, optimizing content through log file analysis, and understanding the growing influence.

From performance to influence – The new SEO

The SEO landscape changed drastically in 2025 with Google dialing up AI Overviews and launching AI Mode. Users get answers to their questions directly in the search results, leaving only little room for clicks to web results. In this presentation, I’m sharing the results of several research studies to show you how to navigate and succeed in this world.

Zero-Click SEO: organic conversion strategies for both AI and traditional search

Dale Bertrand reveals how to adapt SEO for AI-driven search that limits clicks, using interactive tools, original research, and data-rich content. Discover actionable strategies to convert searchers into customers despite zero-click trends.

How to build an LLM readiness audit: a practical framework

Undoubtedly the hottest topic of SEO in 2025, this session looks to answer the burning question every client is asking Dentsu: How can we prepare for the new era of LLM Search? Whilst there is a lot of uncertainty right now, the simplified scorecard audit aims to highlight how traditional SEO best practices are still very much relevant to the new era of search…at least for now!

Bridging the two worlds of AI and traditional search on Google and beyond

Ray Grieselhuber from DemandSphere will explore the integration of AI and traditional SEO strategies, focusing on how to leverage both to optimize search performance on Google and beyond. This session will provide advanced insights into adapting to evolving algorithms and enhancing SEO adaptability.

AI search and how to remain findable

For years, businesses have focused on clicks and rankings as key SEO metrics. But as clicks decline and rankings no longer reflect true visibility, it’s time to adapt. With AI tools like ChatGPT and intent-driven platforms reshaping how people search and discover products, SEO priorities must evolve. This presentation delivers clear, actionable strategies to help businesses stay visible across channels in the age of AI.

Scaling SEO across borders: wins, fails & WTF moments from 3 global brands

Gerry White shares real successes and failures from an online supermarket, a ferry company, and Just Eat as they scaled SEO internationally. This no-fluff session offers data, key lessons, and practical tips to help you succeed globally in 2025 without wasting budget.