In this talk, Roman will unpack how ChatGPT decides what content to surface — and why your brilliant blog post might be getting ghosted. He’ll dive into the messy intersection of SEO, AI, and prompt engineering, exposing what actually matters (and what doesn’t) when it comes to showing up in LLM-driven answers.

Expect a no-fluff session filled with real examples and actionable takeaways, backed by data.

In this talk, Yona will explore Google’s new AI mode and what early user behavior reveals about the future of search marketing.

With the rollout of the new AI Mode tab, Google is reshaping how users discover information—and how brands get discovered. Using fresh behavioral data and usage trends, Yona will unpack how consumers are interacting with AI mode, what’s changing in query patterns, and how these shifts are already impacting visibility, traffic, and the marketer's role.