Talk 1. The eCommerce Search Playbook for AI Enhanced Shopping
📢Callum Lockwood, Director of Organic Search at Re:signal
AI Search is reshaping how consumers discover and buy products online and for eCommerce brands the opportunity is significant.
Visibility across AI search surfaces is driven by product information, the data that flows from your eCommerce platform into your PDPs, product feeds and structured data. Get that foundation right and every surface you should care about, Organic Shopping, AI search, Organic Search, benefits automatically.
This session gives eCommerce marketers a practical framework for thinking about product data enrichment as a strategic priority, alongside a clear view of how AI Search is changing consumer purchasing behaviour and what that means for where organic peformance is actually heading.
Key Delegate Takeaways:
- Understand why the PDP, product feed and structured data are three layers of the same problem, and why enriching product information at source is the highest leverage action an eCommerce brand can take right now
- Learn how to influence product level visibility within AI search and how to be best prepared for future changes in how products are bought through AI surfaces
- Leave with a practical view of how consumer purchasing behaviour is shifting in the AI search space
Talk 2. Stop Building your Future on Straw: Setting Concrete Foundations for Success
📢Imogen Davies, SEO Director at DemandMore
With AI Search reshaping customer journeys, thousands of “winning strategies” have emerged, with brands being told they absolutely must follow them to succeed. But at what cost?
This session looks at how you need to be approaching AI Search to ensure you are not going to throw away everything you’ve built in traditional search for a short-term boost. Instead of blindly following new guidance, we’ll examine what’s actually working and why so you can focus efforts on levers that will positively impact Traditional, AI, and Agentic Search without compromise.
Key Delegate Takeaways:
- Learn how your site needs to be set up for different crawlers and agents to access it
- Understand the dangers of some AI-Search tactics, and the impacts they could have on your existing performance
- Leave with a practical view of what different teams need to be doing to make sure they’re all working towards the same goal: Improved performance in the surfaces that matter
Talk 3. Digital PR in the AI Era: What’s Actually Working Right Now
📢James Brockbank, Founder & Managing Director at Digitaloft
Learn how to become the brand AI recommends to your next customer in an era where what others say about you matters more than what you say about yourself.
This talk breaks down the new digital PR playbook and gives you a ‘from the trenches’ insight into what’s working, what’s not working, and how to measure success.
Key Delegate Takeaways:
- Learn why digital PR just became the most powerful lever you can pull in the new era of search.
- Understand how to use digital PR to influence visibility in AI search (hint: there’s way more to it than ‘just earn more mentions’).
- Know which metrics you should be measuring, and the ones that no longer matter.
Talk 4. Six AI Search Blindspots: Why They Matter and How To Overcome Them
📢Sophie Coley, Head of AI & Strategy & Sam Zindel, CEO at Propellernet
The rapid creation and growth of the AI search industry has seen no shortage of frameworks, tools and ‘winning strategies’ being produced in a short space of time, but a handful of genuinely important issues are still being skipped past by much of the industry.
This session works through six of them, grounded in a year of building and testing our own AI visibility tool, Ebb, against real client work. From the nuances around how different LLMs behave, to prompts being very different to keywords and the really significant challenges around measurement that exist – we’ll cover why all this matters and what you can do to ensure real confidence in your approach to planning, action and measurement around AI Search.
Key Delegate Takeaways:
- Understand why ‘AI visibility’ shouldn’t be treated as one thing – how ChatGPT, Claude and Gemini (and the different models within them) behave differently
- Learn how fan-out queries and the citations behind them act as a map for exactly where content and PR effort should go, and why RRF gives you a more solid measurement layer than a single sampled response
- Leave with a practical view of how personalisation changes what ‘winning’ a prompt even means, and why you need to pay attention to visibility but also accuracy and sentiment in this new landscape
