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.
Search has changed. Has your strategy?
end without anyone clicking through to a website
Source: Gartner, 2025
even for businesses ranking #1 in Google
Source: SparkToro / Datos, 2025
for traffic from AI models compared to Google search
Source: CitationLab monitor data, 2025
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.
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.
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 visibilityAEO & 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.
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.
Not just another AI talk
This isn't a theoretical lecture about prompts or chatbots. It's built on real data from our own AI monitoring platform — the first of its kind in Norway. We track thousands of queries across ChatGPT, Gemini, Perplexity and Google AI Overview daily.
Who is this for
Business Associations
A topic that fills the room and engages member companies across industries. We offer this talk free of charge for business associations.
Conferences & Events
A keynote that opens eyes and starts conversations. Perfect for marketing conferences, leadership summits, and industry events.
Leadership Teams
For executives who want to understand the strategic implications of AI search before their competitors do.
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.
What organizers say
"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."
Share your experience
Attended one of our talks? We'd love to hear what you thought. Your email is used only for verification and to send bonus material — it will never be shown publicly.
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.
Learn more
Dive deeper into the topics from the talk
What is AEO?
Answer Engine Optimization explained — the discipline behind AI search visibility.
AI Monitor
Track what AI says about your brand across ChatGPT, Gemini, Perplexity and Google AI Overview.
AI Search FAQ
Answers to the most common questions about AI search, mentions and citations.
AI Search Statistics 2025
The numbers behind the shift — with sources.