1.   Abstract
Being visible in AI is not the same as being understood, cited or recommended. A brand can publish hundreds of expert articles and be cited regularly as a source without ever appearing on an AI-generated shortlist. Another can be perfectly recognised when searched by name and still remain invisible when users ask for experts, providers or solutions in its category.

This hands-on workshop teaches participants how to diagnose that gap. Using real-world case studies, live AI testing and guided exercises, participants examine how AI systems understand their brand, what they associate it with, where they find evidence of its expertise and authority, and what may be preventing it from being recommended. Throughout the day, participants run this diagnostic on their own brand or a client brand, compare their findings against a personalised AI audit, and leave with a prioritised action plan rather than a list of generic AI/SEO tactics.

The goal is not to understand entity SEO in the abstract, but to leave knowing how to investigate why a brand is, or is not, being surfaced, cited and recommended.

2. Agenda
Part 1 - From Visibility to Recommendation
The difference between being found, cited, understood and recommended. Why strong SEO visibility does not automatically translate into AI recommendations. Live diagnostic exercises establishing a baseline for each participant's brand.

Part 2 - The AI Visibility Autopsy
Dissecting real cases where apparently strong brands fail to be recommended: entity clarity and ambiguity, topic and category association, content coverage and evidence, first-party claims versus third-party corroboration. A guided group autopsy using real case studies, followed by live diagnosis of selected attendee brands.

Part 3 - Audit Your Own Brand
Participants conduct their own diagnosis first - examining what AI understands their entity to be, what it associates it with, and where citations exist without recommendation - before running a free personalised AI audit and comparing its findings against their own.

Part 4 - From Diagnosis to Action
Reconciling their diagnosis with the audit findings, separating quick wins from structural problems, and choosing their three highest-impact interventions plus a prioritised 90-day plan. Closing group discussion and Q&A.

3. Objectives
By the end of the workshop, participants will be able to distinguish between AI citations, entity recognition, category association and recommendation visibility; diagnose why a brand may be cited but not recommended, or recognised but not associated with its target category; evaluate entity clarity, topical association, content coverage and third-party corroboration; run a structured AI visibility audit using accessible, repeatable tests; compare their own diagnosis against an automated AI audit; and translate the findings into a prioritised set of interventions.

Participants will leave with a completed audit of their chosen brand, a comparison against an automated AI audit, and their three highest-impact interventions with a 90-day plan.

4.  Target audience and Prerequisites
SEO professionals, digital marketers, content strategists, brand and communications professionals, consultants, agency teams and business owners who want to understand and improve how their brand is represented and recommended by AI-driven search and answer systems.

A working knowledge of SEO and digital marketing is useful; advanced technical SEO or machine-learning knowledge is not required.

Participants should bring a laptop and choose one brand to work on throughout the workshop - their own company, personal brand, or a client brand they know well.