This talk is suitable for anyone who understands the fundamentals of organic search and wants to look ahead. No AI expertise required - just an openness to thinking beyond traditional search engines. We’re all figuring this out together.

For years, SEOs have been told: “optimise for humans, not for bots.” But what happens when the “humans” are no longer the ones clicking? We’re entering the Agentic Era - where trusted AI agents don’t just answer, they act. They search, compare, book, and buy on behalf of your customers. These aren’t chatbots. They’re decision-makers. Trusted proxies. And soon, they’ll be the market. In this talk, Michael will explore how to be chosen by - and sell to - AI agents.