Founder & CEO, CitationLab
Krister Ross
AI Visibility Expert & Speaker
Helping businesses understand and master the shift from traditional search to AI-driven discovery. Over 25 years of experience in digital strategy, technology and marketing.
Background
Krister Ross has spent over 25 years at the intersection of technology, marketing and business strategy. He has built and led digital teams for some of Norway's largest brands and has deep hands-on experience with everything from technical SEO and data architecture to growth strategy and organizational development.
In 2025, he founded CitationLab after identifying a critical gap: businesses that had invested heavily in traditional digital marketing were becoming invisible in AI-powered search. The technology behind ChatGPT, Gemini, Perplexity and Claude fundamentally changes how consumers discover and choose brands.
Today, Krister leads CitationLab's work in mapping, measuring and optimizing how brands appear when AI models answer user questions. The company has developed Norway's first platform for AI visibility monitoring.
Areas of expertise
AI Visibility (AEO/GEO)
How brands appear in ChatGPT, Gemini, Perplexity and Google AI Overview — and what drives AI recommendations.
Brand Entity Equity
Building the digital entity profile that makes AI models recognize and recommend your brand.
AI Search Optimization
The technical and strategic work of making your content the source AI models trust and cite.
Data-Driven Growth
Connecting marketing investments to measurable outcomes through analytics and automation.
Krister is a sought-after speaker for leadership teams, marketing conferences and business associations. He covers AI search, AI visibility and what businesses need to do now to remain competitive in an AI-driven landscape.
Popular topics
- What does AI say about your brand?
- AI search: The biggest shift in marketing since Google
- From SEO to AEO — what changes and what stays
- Data-driven growth: Why budgets are allocated wrong
In the media
"Lunch and learn was a success [...] Krister Ross from CitationLab was invited to talk about AI search and the future of SEO, which drew a full house."
— By Drammen
Read the articleWhat is Krister Ross's background?
Krister Ross has over 25 years of experience in digital strategy, technology and marketing. He has built and led digital teams for some of Norway's largest brands before founding CitationLab in 2025.
What does Krister Ross speak about?
Krister speaks about AI visibility, AI search (AEO/GEO), how AI models like ChatGPT and Gemini recommend brands, and what businesses need to do to remain visible in an AI-driven landscape.
Can I book Krister Ross for a lecture?
Yes. Krister delivers lectures and workshops for leadership teams, marketing conferences and business associations. Contact us to check availability.
What is CitationLab?
CitationLab is a Norwegian technology and strategy company founded by Krister Ross that specializes in AI visibility — helping businesses understand and improve how they appear in AI models like ChatGPT, Gemini, Perplexity and Google AI Overview.