SEO is evolving rapidly as artificial intelligence becomes a central part of how people search, discover information and make purchasing decisions. In 2027, businesses are no longer competing solely for visibility in traditional search engine results. They must also consider AI-generated answers, conversational search experiences, AI Overviews, shopping recommendations, multimodal search and the growing number of platforms consumers use throughout their decision-making journey.
This session explores the major ways AI is reshaping SEO and what these changes mean for businesses in practical terms. Participants will learn how search behaviour is shifting from short keyword-based queries to more detailed questions, comparisons, recommendations and conversational interactions. Understanding these changes can help businesses create content that better matches user intent and improves visibility across modern search experiences.
We’ll discuss how AI-driven search is changing traditional SEO metrics. While rankings and traffic remain important, businesses must increasingly focus on brand visibility, mentions, citations, engagement, recommendations and conversions across a broader search ecosystem.
By the end of the session, participants will have practical insights and actionable steps to adapt their SEO strategy and improve online visibility in the AI-driven search landscape of 2027.
