Fernando Leo Angulo Aiala
About
Fernando Leo Angulo Aiala is the Senior Market Research Manager at Semrush, an Adobe company, and a global keynote speaker specializing in AI search, generative engine optimization (GEO), and the future of digital visibility. With more than 15 years of experience at Semrush, where he joined as the company’s 20th employee, Fernando has delivered more than 500 keynote presentations across over 35 countries in English, Spanish, and Russian. He is a recognized expert on how generative AI is reshaping consumer search behavior and brand visibility, and his research has been featured and cited by CNBC, Bloomberg, Adweek, Search Engine Journal, and Authority Magazine. Fernando is a member of ESOMAR and serves as a judge for the Germany E-Commerce Awards and the US and UK Performance Marketing Awards. He has spoken at brightonSEO, SMX Advanced, MozCon, DigiMarCon, Digital Marketing World Forum, Georgetown University, and Digital Marketing Europe, and has consistently received a speaker rating of 4.9 out of 5.
Fernando Leo Angulo Aiala | Agentic AI & the Future of Search: When AI Agents Do the Research for Your Customers
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.