Why attend?

Search volume and traditional traffic KPIs are changing dramatically. In 2026, digital success is no longer just about winning clicks on a results page - it is about contextual authority and presence in the synthesis that AI engines deliver directly to the user.

In this 90-minute breakfast seminar, we turn the funnel upside down and give you the tools and insights you need to navigate the shift from traditional SEO to GEO (Generative Engine Optimization) and AEO (Answer Engine Optimization).

What you will learn

• The generative customer journey mapped: Understand user behavior from the initial prompt to the final purchase decision or recommendation.
• The funnel turned upside down: Why context and semantic relevance trump traditional keywords.
• New KPIs and metrics: How to measure visibility, authority and attribution in AI-driven search engines and conversational agents.
• Concrete content strategy for AI discovery: How to set up your CMS, data and content to become the source AI trusts and cites.

Who is this seminar for?

The seminar is tailored for decision-makers and specialists working at the intersection of marketing, technology and customer experience:

• CMO / Marketing Director: Who must redefine channel strategy, traffic expectations and KPIs.
• Head of Web / Digital Channels: Who must adapt site architecture and content models to conversational interfaces.
• AI Orchestrator / Business Developer: Who will assemble agentic workflows and secure the brand's digital footprint in the AI ecosystem.

Speakers

Tommy Hooglund Olsen - Optimizely

Focus on how modern digital experience platforms and agentic CMS prepare organizations for the customer journeys of the future.

Torben Brenden Pedersen and Marianne Aas Lunde - Sikte AI

Experts in AI-driven visibility, AEO and GEO, and strategic adaptation to conversational consumer behavior.

Program

• 08:00 - 08:30: Breakfast, coffee and informal mingling
• 08:30 - 08:45: Opening and The Big Shift - Why 2026 is the turning point for search. From ten blue links to direct synthesis in the chat. What happens to traffic?
• 08:45 - 09:15: Deep Dive: The New Generative Customer Journey - How AI models select their sources (GEO and AEO). Practical examples of prompts vs. traditional searches, and how authority is built in AI answers.
• 09:15 - 09:40: From Theory to Practice: How to Set Up Your Platform and Content - Structure, metadata and agentic tools within the platform to maximise discovery and conversion.
• 09:40 - 09:55: Interactive Session and Discussion - Questions from the floor, review of attendees challenges, and concrete takeaways.
• 09:55 - 10:00: Summary and Next Steps - Conclusion, checklist for attendees, and thanks for joining.