AI hype may have given way to AI fatigue, but AI adoption across SEO, GEO and digital marketing shows no sign of slowing down. Organisations face a major challenge: professionals are adopting AI tools faster than people are developing the knowledge to use them responsibly. And yet as adoption outpaces understanding, the EU AI Act is pushing AI literacy from 'nice-to-have' to workplace necessity. This talk explores what it means to be AI literate and why it matters for SEO, GEO and communications professionals. Going beyond prompt engineering and productivity gains, we'll examine how generative and data-driven AI systems influence content creation, analysis and decision-making, while considering the ethical and social implications of their use. Attendees will discover the first steps of AI literacy: including how to use AI more confidently, critically and accountably in their professional practice.

Most teams are building dedicated GEO teams. Eilish & her team built a cross-functional forum instead, plus the Visibility Matrix, a live tool that maps query groups to assets across SEO, video, social and PR so every team can see what's covering what. This talk walks through how it worked in practice, and leaves you with three questions to bring back to your own team.