With AI Overviews, Google AI Mode, and AI-native search engines like ChatGPT, Perplexity, and Gemini reshaping how people discover information, organic search is entering a new era. In this talk, Felipe Bazon explains how Entity Optimization, Topical Authority, and Information Gain have become essential techniques for brands looking to strengthen their presence across both traditional and generative search ecosystems — and ultimately succeed in the age of AI-driven discovery.

Professional services don’t have product feeds or inventory signals. They compete on trust, expertise, and authority.

We analyzed over half a million AI prompts across service industries to understand how models like ChatGPT and Gemini decide which businesses to recommend. This session breaks down the patterns behind AI recommendations and outlines what service-based businesses need to do now to compete in an environment where being ranked isn’t enough.