In this session, Callum will lift the lid on how AI search systems actually evaluate brands, and why traditional SEO audits no longer reflect how visibility is really earned. Callum will break down how AI search rewards brands that operate as a cohesive unit across SEO, Content, PR and Social, rather than relying on isolated moments of brilliance.

Using real examples and a sport-based framework, Callum will show how teams can identify where they’re out of shape, where they’re out of position, and how to bring every channel into a single, effective system.