Search has changed more in the last 12 months than it has in the previous decade. AI is reshaping how people discover, evaluate and choose businesses. Traditional SEO still matters, but it’s no longer the full picture. A new layer is emerging, where visibility isn’t just about ranking, it’s about being understood, surfaced and trusted by AI. This session cuts through the noise and focuses on what’s actually happening. Starting with a clear view of how search and discovery are evolving, it looks at where current approaches are starting to fall short and why many businesses are struggling to keep up. From there, it moves into what this means in practice. Where value is shifting, how GEO (Generative Engine Optimisation) fits into the wider organic strategy, and what businesses should be doing differently right now. The session is designed to be practical and grounded. Attendees will leave with a clearer understanding of how visibility is changing, and a set of tangible ideas they can take away and apply immediately. Ideal for founders, marketing leaders and teams who want to stay ahead of the curve and make smarter decisions in a rapidly changing landscape.