AI in Search: Demystifying Google's Newest Update

Over the last year, Google has fundamentally changed the search results page by integrating AI-generated answers directly into the user experience. This shift from a list of links to direct, conversational answers is the biggest change to SEO in a decade, leaving many businesses wondering what it means for their visibility.

In this session, our experts will demystify how Google’s AI Overviews work and explore the strategic shifts that are becoming essential for digital marketing. We will provide clarity on what this new technology looks for in a source and discuss the opportunities it presents for organisations that are prepared.

You’ll leave with:

• A clear understanding of how Google's AI Overviews are changing user behaviour.
• Insight into the signals AI looks for in online content, such as authority, structure, and expertise.
• An awareness of the types of user questions and content formats gaining prominence in this new landscape.
• A high-level perspective on what this change means for the future of your digital strategy.
  

Why Human Expertise & Authority Still Drive Success

While technology is driving the change, AI still relies on core principles of trust and authority. Now, more than ever, AI models are designed to find and reference credible, human-led expertise. Understanding how to signal this credibility is the foundation of a successful modern SEO strategy.

You’ll leave with:

• Knowledge of the potential risks and limitations of AI in search, including factual errors.
• A clear understanding of why human expertise and authority signals remain critical for visibility.
• Key considerations for preparing your strategy for the future of search.