In this talk, James will explore how advertising is changing in a world where attention is not just scarce, but actively avoided - and increasingly shaped by algorithms and AI.

He will break down the growing overlap between organic content and paid social, and why the most effective campaigns now sit in the middle. As social media citations in LLM responses grow, AEO begins to overtake SEO, and ads within LLMs move closer to reality, he will show what it takes for brands to be selected, not just seen.

He will also explore how platform changes and evolving paid models are reshaping visibility - and why organic content is becoming central to performance.

Attendees will leave with a clearer view of how to balance organic and paid to create advertising that people - and algorithms - actually choose.