🗓️ Date: Thursday, February 26th
🕑 Time: 4 PM GMT / 8AM PST / 11AM EST

When personal agents act on our behalf and business agents speak for brands, control gives way to trust. What becomes of SEO?

As personal AI agents begin to act on our behalf and business agents increasingly represent brands in conversations, the mechanics of search and discovery are fundamentally changing. Ranking content in lists is no longer the primary challenge. Brands must now be understood, trusted, and chosen by machines making decisions for humans.

In this session, we’ll explore how SEO moves upstream in an agentic world – from optimising pages for rankings to making business and commercial truth legible to AI systems. We’ll examine how brands must structure reality for agents, translate human value into machine-readable signals, and ensure they are eligible to enter high-intent conversations.

We’ll look inside agent-to-agent interactions to understand the questions agents ask, the clarifications they seek, and the signals they use to evaluate suitability and trust. These interactions create a new feedback loop for SEO, grounded not in keywords, but in real conversational decision-making.

Finally, we’ll discuss how visibility itself is changing. In an agentic ecosystem, success is measured not by rankings, but by conversational presence, which brands are mentioned, recommended, compared, and ultimately chosen across AI surfaces.

SEO does not disappear in this world.
It becomes the discipline that prepares brands to be understood, trusted, and chosen by machines acting on human behalf.