Understand where AI is shaping decisions and how to stay visible when it matters most
Date: Tuesday 22nd September 2026
Time: 2.00 - 3.00pm
Location: Globe Point, 1 Globe Road, Leeds LS11 5FD
Large language models are now shaping how people discover, evaluate, and choose brands, influencing everything from early research to final purchase. But as visibility shifts into AI-generated answers, many brands are losing control of how they show up, how they’re perceived, and how performance is measured.
Join Jaywing and Semrush for a practical, inside look at where LLMs fit in today’s digital journeys and how to make sure your brand is part of the answer.
In this session, we’ll explore how AI is reshaping the path to purchase, what it takes to optimise for this new layer of visibility, and how to connect AI engagement back to real business impact.
• Where LLMs influence the customer journey , from discovery through to conversion
• How AI-generated answers are changing brand perception before a click happens
• What “optimising for AI” actually means, from authority to content structure
• How to measure performance when clicks are reduced and journeys are fragmented
• Practical ways to attribute AI visibility to traffic, conversions, and revenue
• SEO and search leaders adapting to AI disruption
• Digital and performance marketers under pressure to prove ROI
• Brand and content teams responsible for visibility and perception
• Anyone looking to stay competitive as search evolves beyond the SERP
Head of SEO
Sam leads the SEO team, developing Jaywing’s organic search product and driving SEO client strategy. With 8 years of SEO agency experience, previously at global network agencies, Sam works across a variety of industry verticals, specialising in ecommerce and internationalisation.
Senior SEO Manager
Ant is an SEO expert with over 8 years of experience, having previously worked at McCann (IPG), a global network agency, where he specialised in large-scale ecommerce SEO. He has a proven reputation for building and executing successful organic strategies for HSBC, CBRE, and Curry's Group.
Evengelist Semrush Enterprise
Gerald works closely with enterprise customer insight to shape product, marketing and go-to-market strategy. His focus is on connecting real user needs with practical action, helping teams turn insight into decisions that genuinely move the market.
Senior Market Research Manager at Semrush
Fernando has spent over a decade using data to understand how markets are shifting and what that means for brands. A regular speaker at global industry events, he focuses on turning complex analytics into practical insight that helps marketers improve performance.
