Googlebot is fast, but it still relies on what a server tells it. HTTP responses shape how content is crawled, cached, and indexed - and small misconfigurations can quietly cause big problems. In this session, participants will learn how to take control of how Googlebot sees and prioritizes a website.

Join former Google engineer Fili Wiese to learn how to use HTTP responses to make crawling more efficient and indexing more accurate. Participants will get a breakdown of Google’s real-world crawling behavior, limits, and error handling, and learn how to spot and solve crawl inefficiencies and issues using Google Search Console and server logs.

Through practical examples and case studies, this session offers actionable tactics for decision-makers, developers, and SEO professionals of all levels to understand what their infrastructure is communicating to search engines and how to optimize their websites. Having worked at Google Search, Fili is the go-to expert when it comes to technical SEO.

Normally, marketers measure ads using KPIs such as CTR, CPC, or ROAS - and that’s great. But what if the problem lies one step earlier? What if the audience does not perceive the ad and its message the way it was intended? In that case, the ad will never be as effective as it could be - and no analytics tool will tell marketers why.

Fortunately, there’s a solution. Felix Beilharz has conducted dozens of eye-tracking analyses on Meta and TikTok ads across various brands. These studies reveal how people actually consume ads: where they look, what captures their attention, and what they completely miss.

With this knowledge, participants will be able to guide viewer attention exactly where they want it, avoid distractions and confusion, and ultimately improve all their KPIs. Sounds like magic? Well... it kind of is.

This talk is a mix of entertainment, scientific study results, practical examples, and actionable insights that participants can implement the very next day.

Many SEO strategies fail not because of a lack of effort, but because of hidden bottlenecks that limit performance. In this session, Patrik Rojan uncovers the most common issues that prevent websites from achieving meaningful organic growth - from poor content structure and weak internal linking to misaligned search intent and ineffective prioritization.

Using real examples and data-driven insights, the talk demonstrates how to diagnose these problems and fix them with practical, scalable solutions. Attendees will gain a clearer understanding of what actually drives SEO results and how to focus their efforts on the changes that matter most.

Generative Engine Optimization (GEO) has moved from buzzword to business-critical discipline faster than any marketing shift in the last decade. As users increasingly turn to ChatGPT, Perplexity, Google AI Overviews, and a growing list of AI assistants, the rules of visibility are being rewritten in real time.

In this session, Andre Alpar cuts through the hype and separates what actually works from what is merely noise in the current GEO landscape. Drawing on hands-on case studies across multiple industries, he examines which tactics are driving citations, traffic, and authority inside generative answers - and which widely promoted approaches are quietly failing.

Expect concrete data points, before-and-after examples, and a clear-eyed view of how classic SEO principles translate, or do not translate, into the age of large language model (LLM)-powered search. Andre will look at content structures, entity strategies, digital PR leverage, and technical signals that AI systems reward today.

Equally important, he will address the tools and workflows that are worth the budget versus those that overpromise and underdeliver. Attendees will leave with an actionable framework to audit their own GEO readiness, prioritize the right investments, and avoid the most common strategic missteps.

Whether attendees are just starting to explore AI visibility or already running a mature program, this talk is designed to help them propel their SEO into the generative era with confidence.

Sarka Risch, a LinkedIn coach and trainer, will show participants how to generate sales through LinkedIn in 2027. Her focus is on personalised strategies based on clarity, effective positioning, commenting, and direct messages (DMs). By the end of the talk, attendees will understand the foundations of selling on LinkedIn in 2027 and how to start conversations through comments and DMs that lead to qualified sales calls.

When Aurimas Paulius Girčys published “Team of Agents” in March 2026, the thesis was simple: small teams with strong agent stacks will outperform large agencies with bloated org charts. Six months and several thousand readers later, he has data. In this session, Aurimas shares the post-launch reality - which arguments survived contact with the market, which ones he would retract, and the uncomfortable patterns he keeps seeing in agencies that try to copy the model and fail.

Expect specific examples from APG Media’s 73-client portfolio, candid lessons from readers who tried to implement the playbook themselves, and a sharper version of the original thesis: not just “small beats large,” but exactly which kinds of small teams win — and which ones are deluding themselves.

Search marketing is fundamentally shifting, and the days of simply ranking on page one of Google are long gone. Generative engine optimization (GEO) is currently the buzzword, with AI search visibility driving brand awareness and leads. However, brands need to look beyond the generative answer. In this talk, Tom Vaughton will share how AI agents such as ChatGPT, Claude, and Google’s AI tools will autonomously search and transact on behalf of target audiences and, importantly, what the agentic economy will mean for the future of brand marketing.

The traditional goal of winning a click is being replaced by the goal of being selected by an agent. As AI agents begin to search and transact on behalf of users, Tom will explain how to ensure a brand is “agent-ready” and why brands that rely on traditional SEO models risk total invisibility in an agent-led ecosystem. He will share practical tips on how to build high-trust signals and the technical structures that will allow autonomous systems to verify, cite, and recommend products or services.

Attendees will leave with a clear understanding of:

• The difference between generative search, which focuses on answers, and agentic search, which focuses on actions.
• Why brand authority is the new technical SEO and how agents verify brand reliability.
• The risk of the agentic gap: what happens to revenue when no one clicks links.
• A framework for positioning a brand as the preferred choice for AI decision-makers.

By the end of the session, attendees will be able to:

• Identify the agentic readiness of their current brand.
• Understand the technical transparency required for non-human browsers.
• Refine their brand narrative to ensure clarity for both AI agents and humans.

Twelve months ago, Joe Doveton - a creative director and search engine optimisation (SEO) consultant with no formal engineering background set out to build a generative engine optimisation (GEO) auditing platform from scratch. Today, GEO Jetpack is in production with a dozen enterprise clients, including Lloyd’s Register, The Open University, and Weatherbys Private Bank. Joe built the entire platform without writing code directly, using artificial intelligence (AI) as his primary development partner for architecture, debugging, deployment, and feature design.

This session provides an honest account of what that journey was actually like. Joe walks participants through the technical architecture. Node.js and Express on Railway, React on Vercel, PostgreSQL, Clerk for authentication, and integrations with four large language model (LLM) APIs, alongside Google Knowledge Graph, Wikipedia, and Wikidata. He covers production incidents that nearly broke the platform, including a single-character typo in a brand name that resulted in 0% visibility scores for an enterprise client, a PostgreSQL disk-full incident that manifested as silent audit failures, and a shape-mismatch bug that took four hours to resolve and involved five distinct root causes.

The session also addresses the strategic decisions that shaped the platform: pricing iterations, the sandbox model for client onboarding, why a free entry-level product was repositioned as a paid product, and how AI-assisted development changes who can build production software.

Attendees will leave with a realistic picture of what solo, AI-assisted software-as-a-service (SaaS) development looks like in 2026 - the genuine capabilities, remaining limitations, and workflows that turn AI from a code-completion tool into a development partner.

For professionals who want to raise their prices and grow their revenue but are not sure where to start, this talk offers practical guidance. In this talk, Dima Melnik shares real-life case studies from service, retail, B2B, and SaaS companies. Participants will see the challenges these companies faced, the pricing and offer changes they made, and the impact on revenue. They will leave with proven tactics to make their offer more attractive, simplify sales, and charge more with confidence.

Most brands approaching AI visibility are treating it as a ranking problem. They are producing more content, earning more mentions, and building more authority signals - all tactics borrowed from a search mindset and applied to a system that works differently.

AI language models reconstruct understanding, i.e., they do not rank pages. When a model answers a question about a industry, it is not retrieving the highest-authority result; it is drawing on everything it has learned about who the relevant players are, what they stand for, and how confidently it can describe them. Brands that appear consistently in those answers are simply better defined.

This session introduces the entity definition gap: the real reason two brands with comparable content, comparable links, and comparable press coverage can produce completely different results in ChatGPT, Perplexity, or Gemini. One is a coherent entity across the web. The other is a collection of signals that no model has been able to assemble into a clear picture.

Through real brand examples with measurable before-and-after outcomes, Maryanna Franco shows exactly what entity definition looks like in practice: which signals matter, where they need to appear, how they need to connect, and how to audit the current state of one’s own brand in under an hour.

The audience will leave with a working framework for diagnosing their entity definition gap, a clear model for fixing it across owned, earned, and third-party sources, and a way to measure progress that connects to business outcomes rather than vanity metrics.

This is not a session about the future of SEO. It is a session about what is already deciding which brands get recommended and which ones do not.

Conversation Capital is the accumulated value created when a brand consistently participates in relevant conversations, takes ownership of strategic communication, and provokes new discussions that shape market behaviour. During this talk Ričardas Plumpa will explore how leading global brands manage marketing communications (MarCom) through three approaches: Own, Provoke, and Participate.

This session walks through what content optimization for AI citations looks like when it is grounded in real experiments, not opinion.

Jessica Redman will share the tests she has been running across client work and her own properties, the tactics that moved citations and the ones that quietly did not, the workflows behind the wins, and the patterns emerging across the data.

Attendees will see the experiments, the results, and the methodology behind each one. Every claim is tested. Every recommendation is sourced from work Jessica has done herself.

They will leave with a clear, evidence-led framework for optimizing content, a sharper instinct for which generative engine optimization (GEO) advice to trust, and a set of tests they can run themselves.

The traditional marketing funnel - awareness, consideration, conversion - assumes customers move in a straight line. They do not. Google’s landmark “Messy Middle” research revealed that buyers loop endlessly between exploration and evaluation, influenced by cognitive biases, brand mentions, and category cues, often for weeks or months before purchase. Yet most marketing plans, media buys, and attribution models still pretend the funnel is linear. The result: wasted budget, misattributed conversions, and brands that show up at the wrong moment.
In this session, Serbay Arda Ayzit dives deep into how modern customer journeys actually work and how to design marketing around them. He covers the six cognitive biases that shape evaluation loops, how to build “category entry points” that make a brand the first thought when a need arises, and how to plan media that maintains presence throughout the messy middle rather than chasing bottom-funnel conversions alone. He also examines why brand and performance are not opposing forces but compounding ones, and how to allocate budget between them with discipline.

Attendees will leave with a messy middle mapping framework for their own category, a media planning template designed for non-linear journeys, and a practical method to identify and own the category entry points that drive long-term growth.

Every agency will show brands a return on ad spend (ROAS) number. Almost none of them will show what actually produced it.

After years of running paid media at scale across Meta, Google, and YouTube, Shmuel Herschberg pulls back the curtain on the operational decisions, testing frameworks, and budget tactics that agencies keep internal because they are too valuable to give away for free.

This session is built for brand-side marketers, in-house media buyers, and founders who want to stop being sold to and start knowing what questions to ask. It is also built for agency operators who want an honest look at where most shops are leaving performance on the table.

Actionable takeaways:

The budget allocation decisions that actually move ROAS, and the ones agencies use to justify their retainers.
A creative testing framework that separates signal from noise faster than standard A/B testing approaches.
The specific account structure decisions that agencies rarely discuss with clients but that determine campaign profitability.
A list of questions every brand should be asking its agency every month, and what the answers reveal.
How to read a media report and identify where performance is being managed and where it is being manufactured

András Kobza explores the various levels of friction that can affect a site’s ability to convert visitors into customers. He offers many real-life examples and solutions in an entertaining and thoughtful way.

For anyone looking to improve conversions while better understanding what their customers are going through, this is the session to attend.

The industry spends a lot of time debating whether AI-generated content affects performance and whether machines will replace marketers. During a neuroscience study exploring responses to marketing stimuli, Giulia Panozzo uncovered an unexpected pattern that challenged assumptions about what truly drives attention and decision-making.

This talk explores what happens before the click — all of the behavioural signals, both implicit and explicit, that shape choices before people search, click, or consciously evaluate a brand. Drawing on neuroscience, behavioural research, and real-world marketing examples, Giulia Panozzo will provide attendees with a practical framework for understanding the forces that influence decisions upstream, along with actionable ways to build stronger brand salience, create more memorable experiences, and optimise for long-term preference rather than visibility alone.

Most teams still run their website the way they ran it in 2015: a CMS, a plugin stack, a monthly bill, and a queue of small changes nobody has time to make. Artem's argument is that this has quietly become the expensive option, and he now runs his own companies' sites without a CMS at all.

This session is the case for that shift. It starts with what actually changed: AI agents can read, write and maintain a site directly, which means the CMS's main job, letting non-technical people edit pages, can be done by an agent working against plain files in git. Then comes the honest split between myth and truth. The myth is that this requires a rebuild, a new framework every quarter, or a separate "AI version" of your site. The truth is narrower and more useful, and it is mostly about structure, hosting costs, and who is allowed to touch what.

Anyone who wants to build a website themselves can do that in the hands-on workshop on 10 November, where the setup is built from zero.

People are no longer just searching. They are asking AI who to trust, what to buy, and which brand to choose. These are not passive searches. These are high-intent buying moments.

In this session, Justas Žiūraitis shows how businesses can stop being invisible in AI answers and start becoming the brands that tools like ChatGPT, Google AI Overviews, Perplexity, and other AI search systems recommend. Attendees will learn what Generative Engine Optimization (GEO) really means, why it is becoming the next major shift after SEO, and how to build an online presence that AI models can understand, trust, and cite.

This session builds on original research Tamara Novitović conducted with Ahrefs on three million URLs across traditional SERPs, Google AI Mode, and ChatGPT, measuring what actually moves rankings versus what earns citations.

She shows where the systems agree, where they break apart, and why links still decide rankings. At the same time, she explains why AI answers cite pages that would never crack the top ten, turning the findings into a practical diagnostic for where a brand is losing visibility and which lever to pull, backed by a real campaign with measurable outcomes.

The audience will leave with a practical, scalable framework for testing and expanding their strategies without spending extra budget.

Key takeaways:
· What moves rankings versus what earns citations
· Which content works best for each
· How to audit one’s own visibility this week

Most marketing agencies and experts are stuck competing on price because they sell to everyone. The ones that reach six figures quickly do the opposite. They pick a narrow niche, build AI-powered systems around it, and charge for outcomes instead of hours.

This talk breaks down how a focused, AI-native agency can reach six figures in 11 months by serving a specific niche, using the example of NorthstarB LLC.

Alex Northstar Enache will examine the actual stack: how AI handles research, content production, and client reporting, and where a human still has to own the strategy.

The core argument is that niche plus AI is not two trends stacked together. It is one system. Narrowing the market makes AI workflows sharper because they are trained on a single problem instead of a hundred. That compounding is what creates the margin.

Attendees will leave with a working model for choosing a niche, the specific AI marketing workflows that replace headcount, and the pricing structure that turns those efficiencies into profit.

Most marketers have learned to use AI as a copilot it drafts, it suggests, it assists, but a human always presses the button. The real leap, and the real risk, is autopilot: letting an agent act on its own, with no human in the loop. The question nobody answers honestly is when teams should actually allow it.

In this deep dive, Dorka Nagy-Józsa walks through the decision logic for handing real control to an AI agent. Not the hype, but the mechanics: what can be safely delegated, what should never be automated, where the guardrails go, and the concrete signals that tell a team an agent is finally ready to publish without human approval.

Meta's Marketing API unlocks a level of control that Ads Manager simply can't offer, but most paid social specialists never make it past the documentation. This session breaks down how to use the API not just for automation, but as a strategic layer that improves campaign performance, accelerates creative testing, and scales what's working. Attendees will learn how to structure API calls for bulk campaign management, build custom reporting pipelines that go beyond native dashboards, and use the API to operationalize their testing frameworks at speed. They can expect practical frameworks, real use cases from client work, and an honest look at where the API adds genuine value versus where it's overkill.

During this talk, Mick Griffin will share how TRAFFIT has grown its business by creating superfans. While competitors fight for budget and resources to be there when buyers reach their purchasing window, Mick and his team have built a model that consistently wins new business without spending like the competition.

Mick will share how focusing on turning Traffit’s ideal customer profile (ICP) into fans before they become customers not only lowers customer acquisition costs, but also contributes to industry-low churn and creates revenue expansion.

He will show attendees how Traffit has built Poland's largest active online community for its ICP, and how Traffit has opened libraries and even produced children's books to drive revenue.

This is truly a growth model attendees will not find in any book or be taught in any university.

In a digital world saturated with content, the power of words remains the ultimate differentiator. This session by Hitesh Chellaney explores the deeper psychology of persuasion, revealing how understanding subconscious patterns and neuro-linguistic programming (NLP) metaprograms enables marketers to craft messages that resonate at both logical and emotional levels.

Attendees will discover how specific language structures influence perception, trust, and behavior. Through practical frameworks and real-world marketing examples, Hitesh demonstrates how emotionally intelligent communication turns passive audiences into loyal communities.

This talk is designed to help marketing professionals elevate their messaging from transactional to transformational, where every word becomes a bridge between brand and belief.

Fernando Angulo explores what happens to digital marketing strategy when AI agents - not humans - conduct research, compare products, and make purchase recommendations on behalf of consumers. Drawing on proprietary Semrush data and real-world case studies, this session reveals how agentic AI systems can bypass traditional search, which signals these agents prioritize when deciding which brands to surface, and how marketing teams can engineer their digital presence to earn citations in AI-mediated decision pipelines. Attendees will leave with a practical framework for assessing their brand’s readiness for AI agents, actionable tactics for structuring content that AI agents can trust and cite, and a data-backed roadmap for the next 12 months as agentic search reshapes consumer behavior across industries.

Most marketers are guessing about artificial intelligence (AI) visibility. Daria Ofitserova shows that there is a better way. In this session, she presents the data science workflow she uses to create content that is more likely to be recommended by large language models (LLMs).

The workflow consists of three steps: first, tracking where a brand stands in semantic space; second, conducting a gap analysis against competitors and across topic clusters; and third, using vector embeddings to guide the creation of content that closes those gaps.
Rather than relying on guesswork or a black-box approach, Daria presents a repeatable system grounded in how language models actually process and retrieve brand information.

AI has revolutionised content development at scale, but scale without cultural fit can lead to failure. This session clarifies what AI genuinely amplifies in international marketing and where human strategic judgement remains irreplaceable.

What happens when a B2B organic content strategy is so effective that an agency loses its client to an acquisition? In this highly practical case study, Ilze Švarcbaha breaks down the exact eight-month organic LinkedIn framework that transformed deep-tech startup Emmi AI from an unknown niche company into a brand so prominent that it was acquired by one of Europe’s leading AI companies, Mistral AI.

Moving past surface-level vanity metrics, this session takes a deep dive into the precise mechanics behind a multi-layered B2B strategy. Attendees will analyze the exact posting rhythms used to sequence founder thought leadership alongside corporate page content, the unique creative pivot toward micro-animations (GIFs) that generated over 500,000 organic impressions, and how deep technical content - including a 41-page research paper - outperformed traditional video.

Most importantly, the session details the hard data that exceeded B2B standards: achieving a staggering 19.45% average engagement rate, five times the industry benchmark, and a 17.66% click-through rate. Marketers will walk away with a repeatable, step-by-step blueprint for building a high-credibility brand presence that captivates complex audiences and turns organic visibility into a significant business asset.

Most companies do not have a brand problem; they have an architecture problem. Different teams own different channels: email has its own data, mobile has its own playbook, social runs separate campaigns, and loyalty operates independently.

Each team optimizes for its own metric, with its own customer view, often with its own customer data. The result is fragmentation by default. This is not because teams are unaligned, but because the systems literally cannot align.

This presentation explores what unified architecture looks like:

One customer record that serves all channels, not separate lists for email, mobile, and social
One source of truth about what a customer has seen, done, and should see next
One set of brand rules that apply everywhere, not brand guidelines that live in a document no one opens

The key insight is that consistency is not enforced through training or culture, but built into the architecture. When an organization’s customer data layer, segmentation logic, and message delivery are unified, coherence becomes the path of least resistance.

Daria Nemchonok will show how Braze collapses silos into a single unified platform and how unified architecture turns consistency from aspirational to automatic. She will walk through a unified customer profile that feeds every channel in real time and decision logic that knows what a customer has seen and done across every touchpoint.

Malcolm Stewart will begin by presenting job listings from large companies seeking people with storytelling skills. But what is storytelling, and why do stories unite teams and drive brands? He will unpack what makes a compelling story and share practical tips for building long-lasting narratives and crafting compelling, experience-based stories.

ChatGPT has entered the advertising market. Marketing leaders want to know: which brands are buying, what is working, and what should they do about it? Right now, there is almost no public reporting on this.

By tracking brand appearances in artificial intelligence (AI)-generated responses across 2.5 million domains - including emerging sponsored placements inside ChatGPT - Gintarė Rimolaitytė and her team have assembled one of the first systematic datasets on how paid placement in conversational AI actually behaves. This session presents raw findings: which brand categories are participating, which are absent, how sponsored mentions compare with organic AI mentions in terms of sentiment and positioning, and whether paying for placement actually changes how ChatGPT describes a brand.

No predictions. No frameworks. Just what the data shows - before most brands have even decided whether to participate.

Key takeaways:

Which brand categories are buying ChatGPT advertising placements - and which are conspicuously absent

How sponsored mentions compare with organic AI mentions in terms of sentiment and positioning

Whether paying for placement changes how ChatGPT describes a brand - or does not

What advertising frequency and repeat-spending patterns reveal about early advertiser confidence

What the data suggests brands should do now, before the market becomes crowded

Mike Korba explores how AI is transforming marketing from content generation to autonomous execution. Rather than using AI only as a chatbot or copywriting assistant, he demonstrates how marketing teams can build AI agents that analyze first-party customer data, create audience segments, orchestrate personalized customer journeys, and execute campaigns with minimal human intervention. Through real-world examples from production environments and practical architectural patterns, attendees will learn how to move beyond AI prototypes and deploy reliable marketing agents that deliver measurable business outcomes. The session also covers the governance, evaluation, and human oversight needed to build AI systems that organizations can trust at scale.

The performance marketing industry has gone through three distinct waves - from technical media buying to creative-first advertising and now to the AI era. In this session, Deividas Tokaris breaks down how modern agencies must evolve to stay competitive. He shares how leading agencies are restructuring teams, redefining the roles of media buyers and creative strategists, leveraging AI across production and operations, and building scalable systems that deliver consistent client results. Attendees will leave with a practical framework for operating a high-performance agency in a world where automation is replacing manual execution and strategy has become the true competitive advantage.

In this talk, Ahmed Bhula presents an approach that uses OpenAI’s API and automation tools such as Zapier, leading to improved search rankings, stronger topical authority, and a more effective overall content strategy.

This session is a teardown of an agentic marketing team that was built and deployed in production. Drawing on a real GitHub repository and a pre-flight review process, Daphne Monro walks the audience through the architecture behind a working set of artificial intelligence (AI) agents designed to handle specific marketing tasks, including content review, campaign workflows, and quality assurance (QA) for tracking.

The talk covers the points of failure encountered along the way, the guardrails required before trusting agent output, and the measurable outcomes, from time saved and error rates to output consistency, alongside an honest account of what did not work. Rather than a hype pitch, this is a build log: attendees will leave with a concrete, reusable framework for scoping and structuring their first agentic marketing workflow.

As large language models (LLMs) increasingly mediate how users discover brands, keyword research alone can no longer map the full landscape of user intent. This talk presents a real case study involving a global peripherals brand, showing how a structured five-stage framework transformed client data and research inputs—including brand guidelines, Google Search Console (GSC) data, competitor gaps, and People Also Ask (PAA) questions—into over 1,000 semantically categorised prompts, organised by funnel stage, sentiment, and persona.

The framework used an AI model to build a variable dictionary, generate reusable stem structures, and expand them into natural language prompts that mirror real user behaviour across the web, Reddit, and YouTube. The result was a content strategy grounded in how LLMs actually synthesise evidence, along with measurable growth in AI citation coverage.

Most organic content strategies still start with keywords or, more recently, with a list of prompts pulled from a tool. Both approaches skip the step that actually determines whether any of it works: knowing what buyers need to know at each stage of their decision-making process and in what order.

This talk makes the case that customer journey mapping is not a nice-to-have for content teams - it is the missing input that determines everything downstream. Without it, teams guess which prompts matter, chase ideal customer profile (ICP) questions with no sense of priority, and end up with content coverage that is heavy at the top and bottom of the funnel but empty in the middle - exactly where buyers are doing the most active comparison, whether that comparison happens in a search engine or an AI-generated answer.

Vivek Shankar will show how journey mapping reframes three things content teams currently do blindly: which prompts and queries are actually worth tracking for AI visibility, which ICP questions deserve dedicated content rather than a passing mention, and where the real coverage gaps lie across the buyer’s journey - not just in traffic terms, but in whether the right content exists for the right buyer at the right moment in their decision-making process.

Attendees will leave with a simple way to map their own buyer journeys and use that map to prioritise content and prompt-tracking decisions rather than working backwards from whatever a keyword or prompt tool happens to surface.

Sarka Risch, LinkedIn coach and trainer, will train you in strategic commenting on LinkedIn. By the end of the session, you’ll define and be able to find your community and target audience on LinkedIn, write strategic comments on their posts to connect with them, and start conversations that turn qualified leads into calls.

Every AI conference talk shows polished demos. None of them shows the messy middle. Aurimas Paulius Girčys sets out to fix that - by building a marketing agent live on stage, with no rehearsal and no safety net.

The audience picks the problem at the start of the session. He builds the agent in real time, using the same toolkit he uses at APG Media, his 12-person agency serving 73 clients. Expect to see prompt iterations that fail, architectural decisions made on the fly, and the unfiltered reality of what it actually takes to ship an agent that does useful work.

By the end, the room will have a working agent, the source code, and - more importantly - a real sense of whether building one is as hard, as easy, or as different from “using ChatGPT” as the industry hype suggests.

1. Abstract
The agentic optimisation workshop: How to build an agent-ready brand and marketing strategy. As AI agents like ChatGPT begin to search and purchase on behalf of users, you need to ensure your brand is ‘Agent-Ready’. This involves building high-trust signals and technical structures that allow autonomous systems to verify, cite, and recommend your brand as the place to buy a product or make a booking. If your website and digital footprint is not structured for agents, you will be missing out on the opportunity to be the default recommendation in an ecosystem where the human click is no longer the primary step taken to a purchase or a booking. In this practical, hands-on workshop, Andy Mollison will guide you through the technical and strategic requirements of agentic search optimisation. Moving well beyond standard keywords and basic AI summaries, this session delivers a deep dive into the backend of the modern web, ensuring agents can not only navigate your site, but also book or buy. Attendees will learn how to prepare their digital estates so that automated systems can seamlessly navigate, interpret, and execute transactions. You will leave this session not just with ideas, but with a practical checklist and the specific tools needed to future-proof your brand’s visibility for the new world of
agents.

2. Agenda
9.00 - 9.20 -Arrival, Intros + icebreaker
9.20-10.55- The fundamentals and measurement
- How do Agentic Crawlers/AI Search work? - How does AI understand content? - How does an AI agent "use" a website? - "Zero Click" - "Visibility" in Agentic Search
10.55-11.20 - Break
11.20-13.00 - How does an AI find (and "rank") information on demand? - Importance of Sentiment - Importance of Citations - Technical Basics - Query Fan Out
13.00-14.00 -Lunch
14.00-15.30 - Optimising Content for AI - Optimising for entities, not keywords (what is an entity?) - Finding Content Gaps - Content Optimisation for AI - Schema Markup
15.30-15.55 -Break
15.55-17.00 - Technical Setup for Agentic Crawlers
- Introduction to WebMCP and UCP - How do AI agents "shop" on a website? - How do AI agents "make a booking" on a website? - Testing your own websites and next steps.

3.Objectives
Objectives are that those attending will leave with a strong understanding of:
● How autonomous AI crawlers and agents navigate the web to execute
tasks rather than just retrieve information
● How to establish the authoritative trust signals required to ensure your
brand is verified and recommended by autonomous systems
● How to transition digital strategies from keyword targeting to entity-based
content architecture that feeds machine logic
● How to audit a current website using a structured framework to eliminate
friction points for automated AI transactions
● How to align backend site structures with emerging protocols such as
webMCP and UCP to allow software agents to make bookings or purchases
directly

4. Target audience and Prerequisites
If you have responsibility for reaching your target audience with your digital marketing efforts, then this workshop is designed for you. It is tailored specifically for content managers, e-commerce directors, and marketing leaders who need to maintain visibility as search behaviors shift. Attendees should have a baseline understanding of digital marketing principles . no advanced developer or coding knowledge is required to participate fully in the practical exercises.

1. Abstract
Your product is great… but what about your price? Discover real-life examples and verified strategies that will help you to charge more, simplify sales process, and attract more customers. Gain confidence, get the profit you truly deserve.

2. Agenda

• Strategies, how to charge more
• Pricing psychology
• Commercial offer and pricing page
• Packaging
• Price increase
• Discounts

3. Objectives

• Raise the price and profit
• Uncover true value and monetise it
• Simplify sales
• Increase conversion to the purchase

4. Target audience and Prerequisites
Business Builders, CEO, Founders, Marketing, Product and Sales Managers.

Most workshops on AI visibility teach participants what to write. Maryanna Franco’s workshop teaches them what to be.

By the end of this half-day session, every participant will have completed a live entity audit of their own brand and will leave with a prioritised action plan.

What the workshop covers:

The session runs in three blocks.

Block 1 — Diagnose: Participants run a structured entity audit on their brand. Maryanna helps them identify exactly where the definition gaps are — inconsistent facts across sources, missing relationship signals, weak or absent structured data — and score their severity. This is the stage most brands skip entirely, which is why their AI visibility efforts stall.

Block 2 — Build: Using the Entity Definition Framework, participants map out what their brand needs to state, where it needs to be stated, and how those signals need to connect across owned, earned, and third-party sources. This becomes a coherence brief — the difference between a brand that AI systems recognise as a defined entity and one they treat as a cluster of loosely related pages.

Block 3 — Prioritise: Not every fix carries equal weight. Participants leave with a scored action list ranked by impact and effort, so their team knows what to do first, second, and what to stop doing entirely.

Who this is for:

Marketing managers, SEO leads, and digital marketing directors at mid-to-large companies who are already running content and SEO programmes and want to understand why those programmes are not translating into AI visibility and what specific changes to make.

This training course, created by David White and run by Libby Windle, Eirini Theodoridou and Marc Bulsa, gives marketers, brands, and PR professionals a practical framework for delivering Digital PR campaigns that drive visibility, authority, and commercial impact in 2026.
As search evolves through AI-generated results, LLMs, and changing media habits, the session explores how Digital PR can influence brand discovery, search performance, and online reputation.
A key focus is international Digital PR, including how to launch campaigns across mainland European markets and adapt strategies beyond the UK and US. Attendees will explore cultural nuances, media landscapes, journalist expectations, and how messaging and outreach should vary across European territories.
Key areas covered include:

• Building high-authority links that support organic visibility and brand trust
• Creating relevant, newsworthy campaigns aligned with business objectives
• Launching Digital PR campaigns across mainland Europe
• Adapting messaging and outreach for European markets versus the UK and US
• Modern media outreach and journalist engagement
• Reporting Digital PR impact beyond coverage metrics
• Understanding PR influence across Google, AI search, and LLMs
• Measuring wider brand and commercial impact
  The session combines real-world examples, practical frameworks, and actionable advice attendees can apply to their own organizations or client campaigns.
  Attendees will leave with a clearer understanding of how to build effective Digital PR strategies for both modern search and international European markets.

This session delivers a full day of CRO, with basic concepts to optimize (mainly) ecommerce sites for conversion. We go through main page types and typical mistakes, USPs, user experience, optimization methods and much more.

The workshop is hands on and practical, with only minimal theory and lots of examples and practical recommendations and some tasks that the participants have to do in groups or individually.

The workshop also touches on optimization for AI Agents, as that is a growing part of ecommerce and CRO and an ever changing scene. This is an area of extreme interest on my part, which I believe will be a vital area to know about for all ecommerce and digital marketing professionals.

1. Abstract
For most of the last fifteen years, building a website meant picking a CMS, fighting a theme, and accepting the maintenance debt that came with it. This workshop builds the alternative in a single morning, from an empty folder to a live site.

Artem and his team run their sites without a CMS in the loop. AI drives the design system: typography, spacing, colour, the component set. Astro turns that into a static site with SEO, schema, accessibility and performance handled by default. Cloudflare Pages publishes it for free with git integration, so every change to the site is a commit. And because the site is plain files in git, an AI agent can be given the job the CMS used to do: writing and updating pages, opening a change for review, and shipping it once approved.

Participants build their own site during the session. They will leave with a deployed URL, a repository, a design system generated from a brief, an agent set up to edit the site, and the parts most teams skip: structured data, a crawler policy that invites AI answer engines in, and a hosting bill that rounds to zero.

This is a working session, not a vision deck. It is built for people who ship websites: in-house marketing teams, freelancers, and small agencies whose day-to-day is still WordPress or a heavy CMS.

2. Agenda
Four hours of taught content, 09:00 to 13:30, in three blocks with two short breaks, followed by an open clinic to 15:30.

Block 1, 09:00 to 10:20: From nothing to a live URL

• Why CMS-free, in five minutes. The talk on 11 November makes the full case
• Environment check: GitHub, Cloudflare, the AI tool
• An Astro project from zero 
• First deploy to Cloudflare Pages
• Everyone ends this block with a live site on their own URL

Block 2, 10:35 to 11:55: A design system and real pages

• Turning a written brief into a design system: typography, spacing, colour, components
• What AI is genuinely good at here, and where Artem still writes it by hand
• Astro content collections: how the content is modelled without a database
• Building the first real pages
• Everyone ends this block with a working site, the whole cycle proven end to end

Block 3, 12:10 to 13:30: The agent takes over
The instructions file that tells an agent how this specific site works

• An agent adds and edits a page, and opens the change for review
• Review, merge, automatic deploy
• Who is allowed to touch what: giving a non-technical colleague a safe way in
• Before you leave: SEO, structured data and a crawler policy that lets AI answer engines in, and what the site costs to run

Open clinic, 13:30 to 17:00

• Drop-in, no new material. The trainer stays in the room for anyone who wants to keep building, finish what they started, or ask about their own site

The build is the whole session. The strategic case, hosting costs at scale, and where the approach does not fit are covered in the talk on 11 November, so the workshop spends its time on making the thing work.

3. Objectives
By the end of the session, each participant has:

• A live website on their own URL, built by them during the session, hosted for free
• A Git repository they own, with the full history of the day in it
• A design system generated from a brief, and the judgment to know when to override it
• An AI agent configured to write and update that site, with a review step before anything ships
• SEO, structured data and a crawler policy in place from day one, not bolted on later
• An honest read on what the site costs to run

4. Target audience and Prerequisites
Audience. In-house marketing teams, freelancers, and small agencies who build and maintain websites, and who are currently doing it on WordPress or another heavy CMS. Founders who own their company's site directly.

This session is for people who already use AI tools in their work and want to see how far that goes for a real website. No prior Astro experience is needed and no coding background is required, but someone who has never used an AI assistant will spend the day catching up rather than building.

Four hours moves fast. Attendees who arrive without the setup below will not finish the build, so the prerequisites are not a formality here.

Prerequisites. Bring a laptop (macOS, Windows or Linux) with:

• A GitHub account (free)
• A Cloudflare account (free)
• Node.js installed
• An AI coding assistant of their choice, set up and working before the session. Any of the current tools will do, and a paid plan is worth having for the day: the free tiers run out quickly under this kind of use

Comfort opening a terminal and running a command someone gives you is enough. No coding experience is required, and nobody has to write code from scratch.

As artificial intelligence (AI) agents increasingly browse, evaluate, and act on behalf of users, websites must now serve two audiences: humans and the agents acting for them. This full-day workshop is a hands-on playbook, not a trend overview. Daphne Monro walks participants through the concrete technical and content changes needed to make any website legible to AI agents and optimised for agentic search—covering how to structure content for machine parsing, adapt metadata and schema for agent comprehension, rethink site architecture and internal linking for non-linear agent navigation, and build the signals that enable agents to surface and recommend pages accurately.

The workshop includes a live audit of a real website, demonstrating exactly what to prioritise and how to measure whether the changes are working, followed by guided exercises in which participants apply the same framework to their own sites. By the end of the workshop, attendees will have a prioritised, ready-to-use checklist that they can apply immediately to any website, regardless of its platform or industry.

As competition and advertising costs continue to rise across traditional platforms, brands need new ways to reach audiences. In this session, Nataliia Pavlova explores emerging and often overlooked channels such as Twitch, gaming ecosystems, community-driven platforms, retail media, and other high-attention environments.

In this 45-minute session, Mateusz Masiczak presents the marketing operating system (Marketing OS) he uses to run a four-person marketing team alongside more than 30 artificial intelligence (AI) agents.

He will explain how the system is structured, from organising the repository and creating context files - such as brand voice guidelines, an ideal customer profile (ICP), and an offer library - to turning plain-language playbooks into reusable agent skills. The session will also cover how agents connect with real tools through application programming interfaces (APIs) and the Model Context Protocol (MCP), and how they can be organised into departments with clearly defined roles and outputs.

Through a live demonstration, Mateusz will show how the system can transform a single offer brief into the first draft of a multichannel campaign, including landing page copy, platform-specific advertising variants, and consistent messaging across channels.

The session will also address the guardrails required when using AI in production: when deterministic scripts are more reliable than large language model (LLM) outputs, how to review agent-generated work at scale, and which decisions should remain in human hands.

Attendees will leave with a practical blueprint for developing a structured Marketing OS and introducing AI agents into their own marketing workflows.

Prompt Fanning: Map the Question Space Before You Measure AI Visibility

The prompts you fire at the models to measure will govern every number that follows, so a question space built carelessly will hand you precise readings of the wrong reality.

Before you optimize a single page, the session will press the priority the whole discipline rests on: define the question space first, because input deserves the serious scrutiny most dashboards skip. The session will open with prompt fanning as a stress test of how AI perceives your brand, where you explode one keyword or concept into thousands of hyper-specific, natural-language variations and map the full sweep of how real people ask.

You will see why concepts behind prompt clusters likely matter as much as any single prompt's wording, why provenance (origin) is the one test that separates a serious program from vendor-theater, and how to read the output the way a pollster reads a survey. You will learn to better:
~ Build the testing space deliberately and fire it across free, flagship, and emergent models at scale, measuring brand presence again and again so the read reflects real distributions instead of one flattering screenshot.

~ Anchor every prompt to provenance, the single most important test, justifying each one against the first-party brand whether you build in-house, buy from a vendor, or run the stronger hybrid API, MCP, and house-dev mashup.

~ Get jiggy with real customers by mining a colorful well that runs first-party to wild third-party: customer support tickets, presales chat logs, your own FAQ library, service emails, People Also Ask, G2 reviews, stemmed Reddit threads, UGC reviews, Tripadvisor places, Youtube transcripts, Amazon product questions, Walmart reviews, Home Depot reviews, OpenTable reviews, Apple App Store reviews, YouTube transcripts, Google Maps contributor reviews, Google Shopping, clickstream generators, analyst-written funnel questions, LLM answers themselves, and about 40 additional sources.

gment any off-the-shelf tool that "researches" prompts client by client, because stock tools carry real value yet cover common ground but stop at your unique brand edges, so nearly every brand will call for some custom building to mirror its full reality.

~ Report distributions with confidence and treat a single LLM rank as the lie it is, holding mention and citation as separate currencies and acting on a noisy instrument with your eyes wide open.

~ Learn about desktop based apps you can build yourself to do dramatic prompt fanning on your own.

Whether you will brief a board, advise clients, or run your own site, you will walk away able to define a defensible, provenance-backed question space, explain it in plain words, and lead the people around you toward exactly where your brand surfaces, where it gets buried, and where competitors win.

AI is transforming digital advertising, streamlining processes, and enhancing campaign performance. In this talk, Sam Tomlinson explores how AI-driven tools optimize audience targeting, automate PPC management, and create scalable ad content while addressing AI’s limitations and the importance of human oversight.

Takeaways:

• AI Augments Strategy; It Does Not Replace It: AI automates tasks but requires human guidance.
• Smarter Audience Targeting: AI refines segmentation to improve ad performance.
• Automating PPC Management: AI-driven bidding and reporting reduce the manual workload.
• AI-Generated Creative Content: Tools like Midjourney and RunwayML speed up content production.
• Data-Driven Decisions: AI improves keyword research, exclusions, and ad personalization.
• AI Has Flaws: Bias, hallucinations, and data drift require careful monitoring.
• Balance AI with Expertise: The best results come from combining automation with strategic insight. Smart People + Smart Machines = Smart Outcomes.

Software used to provide three things to a digital marketer: the data, the logic that interpreted it, and the interface that was the workspace. In 2026 that is no longer true.

The data stays in the tool, but interpretation moves to the LLM and the decision moves to the chat window. It means, for a growing set of tasks, that tools are becoming storage and execution rails rather than workspace.

This session walks through what that shift does to the digital marketers daily practices and to the companies building tools for them.