Talk for Business Associations
What does AI say
about your brand?
An eye-opening talk about AEO, GEO and the biggest shift in search since Google. AI is already recommending your competitors. Answer Engine Optimization determines whether you're part of the conversation.
Free for business associations
01AI search
What is AI search — and why does it matter now?
AI search is when users ask ChatGPT, Gemini or Perplexity for recommendations instead of clicking through Google results. AI models answer based on what they've learned and what they find in real time. Businesses that are invisible in these answers lose customers they never knew they had.
02The shift
Search has changed. Has your strategy?
- of all B2B searches
- 60%end without anyone clicking through to a websiteSource: Gartner, 2025
- lower click-through rates
- 30%even for businesses ranking #1 in GoogleSource: SparkToro / Datos, 2025
- higher conversion rate
- 4-8xfor traffic from AI models compared to Google searchSource: CitationLab monitor data, 2025
03Content
What the talk covers
We've gone from keywords to conversations. AI doesn't just answer — it recommends. This talk covers AEO (Answer Engine Optimization), GEO (Generative Engine Optimization), and AI SEO — and shows why most companies have a blind spot in their marketing.
- 01
From Keywords to Conversations
Customers no longer search for "accountant Sandefjord." They ask AI to compare, evaluate, and recommend. We show what the shift from navigation to dialogue means for how your business is found.
- 02
Mentions & Citations: The New KPIs
Are you being mentioned in AI answers? Are your URLs being used as sources? The difference between being invisible, talked about, or trusted comes down to these two metrics.
A mention is when AI names your brand in an answer. A citation is when AI uses one of your web pages as a source. Only citations drive real traffic and trust — and far fewer businesses have them than those who think they are visible.
Read more about AI visibility - 03
AEO & GEO: The New Disciplines
Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO) are the disciplines that determine your visibility in AI search. We explain the difference between them — and why AI SEO is fundamentally different from traditional SEO.
- 04
How AI Decides Who to Recommend
AI has two ways to find you: parametric memory and triggered web searches. We explain both — and why the different AI models give completely different answers about the same brand. This is the core of what makes AEO different from traditional search optimization.
04The difference
Not just another AI talk
This isn't a theoretical lecture about prompts or chatbots. It's built on real data from our own platform, CitationLab AI Marketing Manager. We track thousands of queries across ChatGPT, Gemini, Perplexity and Google AI Overview on an ongoing basis.
- Built on proprietary data from Norway's first AI monitoring platform
- Shows how different AI models give different answers about the same brand
- Real examples from Norwegian businesses — not American case studies
- Concrete numbers, not opinions — every claim is backed by fresh monitoring data
05Audience
Who is this for
01Free
Business Associations
A topic that fills the room and engages member companies across industries. We offer this talk free of charge for business associations.
02
Conferences & Events
A keynote that opens eyes and starts conversations. Perfect for marketing conferences, leadership summits, and industry events.
03
Leadership Teams
For executives who want to understand the strategic implications of AI search before their competitors do.
06Speaker
About the speaker
One of Norway's leading experts on AI search. Over 20 years of experience from roles as Head of SEO, Head of Analytics, and agency leadership. Delivers talks that combine technical depth with practical relevance.
"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."
FAQ
Questions about booking
Yes. We offer this talk free of charge for business associations and industry organizations across Norway. AI search is a topic that engages broadly — from CEOs to marketing managers. All we need is a room and an audience.
Absolutely. We always research the specific industry and market of the audience in advance. This ensures the examples and data we present are relevant to your members — not generic.
The standard talk is 45–60 minutes, perfect for conferences and evening meetings. We also offer shorter formats (30 minutes) for breakfast and lunch meetings.
Just a room with a screen/projector and an audience. We bring everything else.
Very much so. AI search is actually a unique opportunity for smaller businesses. The talk includes a real-world example of a local business in Sandefjord that AI recommends as #1 in its category — purely because it appears correctly in the right places.
Yes. The talk covers both AEO (Answer Engine Optimization) and GEO (Generative Engine Optimization) — the two key disciplines for AI search visibility. We explain how they differ from traditional SEO, and how they work together to make your brand the one AI recommends.
No. The talk is designed for business leaders and marketing professionals with no prior knowledge of AEO, GEO, or AI SEO. We start with the fundamentals and build up to strategic implications using real data and examples.
07Learn more
Learn more
Dive deeper into the topics from the talk
What is AEO?
Answer Engine Optimization explained — the discipline behind AI search visibility.
AI Marketing Manager
Track what AI says about your brand across ChatGPT, Gemini, Perplexity and Google AI Overview, and act on it.
AI Search FAQ
Answers to the most common questions about AI search, mentions and citations.
AI Search Statistics 2026
The numbers behind the shift — with sources.
Free for business associations
Book this talk for your event
Get in touch to check availability. Free for business associations — no strings attached.
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