Between Google’s index and AI’s training data lies an invisible layer shaping how machines remember your brand - the Shadow Web. It’s built from leaked PDFs, transcripts, wikis, Reddit threads, and forgotten pages that large language models quietly absorb. This talk exposes how that unseen data fuels AI hallucinations and distorts brand perception - and how LLMs often fill in the blanks when they think something “should” be there. You’ll discover where your hidden data lives, how it trains models without your consent, and what you can do to reclaim control. Forget E-E-A-T - welcome to E-E-A-D: Experience, Expertise, Authoritativeness… and Data Footprint.
Ghosts in the Machine: Tracking the Shadow Data Behind AI Hallucinations
Brighton, Spring 2026
About this session
Syndicate 1&2 - Anything is Possible stage, Brighton Centre, Kings Road, Brighton and Hove, Brighton, BN1 2GR, United Kingdom
Fri 01 May, 2026 | 02:00 PM
The AEO Hype Cycle: What’s Real, What’s Noise, What Should You Do
Brighton, Spring 2026
Ethan Smith, dubbed the AEO expert, is making one of his only UK appearances this year at BrightonSEO. Don’t miss your chance to see him live as he breaks down what’s real, what’s hype, and what you should actually do about it.
In this myth-busting session, Ethan challenges the biggest narratives shaping SEO and AEO using actual, real user, reliable data. More importantly, you’ll leave with a practical framework for interpreting data in the AI era:
- How to assess whether a statistic is trustworthy
- Which data sources deserve scrutiny, and which deserve confidence
- How to verify traffic claims and market share numbers
- How to run your own experiments and publish defensible research
The takeaway: Trust, but verify. Verify, then trust.
About this session
Syndicate 1&2 - Anything is Possible stage, Brighton Centre, Kings Road, Brighton and Hove, Brighton, BN1 2GR, United Kingdom
Fri 01 May, 2026 | 02:00 PM
