Rüdiger will explore why SEO should no longer be seen purely as a traffic or ranking channel, but as one of the most valuable real-time market intelligence sources available to businesses. Using examples from search behaviour, AI-driven search, and audience analysis, he will show how search data can reveal customer intent, market shifts, product demand, and messaging opportunities long before they appear in traditional reporting. Attendees will leave with a new perspective on SEO’s strategic value beyond rankings and clicks.

Every conversation with ChatGPT is unique and deeply contextual, so how do you know your visibility dashboard reflects what your buyers are actually seeing?

Demand Genius simulated multi-turn conversations across a range of B2B categories to understand how changing the conversation early in a chat impacts the framing, shortlist and recommendation further down the line. The results were shocking: the same prompt, with different context, can surface a completely different shortlist and recommendation. Which means your visibility dashboard might say you're winning, while AI continues to push buyers towards your competitors.

In this talk, Tom breaks down the findings, how they hold up across models, and how to make sure your tracking reflects what your buyers actually see.