In the high-pressure world of SEO, we spend our lives optimising algorithms, but we often forget to optimise the "human engine" behind the screens. When a team underperforms or conflict arises, we look at workflows; we should be looking at values.

This session introduces a coaching-led approach for understanding the intrinsic drivers of every team member. You’ll learn why personal values are key to motivation and how to use them to navigate friction, prevent burnout, and build a culture of radical accountability. Moving beyond surface-level management, we will explore how to align individual purpose with collective goals to create an elite, high-performing team that delivers better results for clients and the business.

Uncertainty and change might be the only constants in SEO — but that level of disruption isn't the norm when it comes to how teams actually operate. AI agents, AI workflows, and LLMs have fundamentally changed the way marketing teams work. Rushing adoption without managing the human side of that shift, or resisting change altogether, both carry the same risk: you lose the thing that makes the technology worth using in the first place, the people behind it.

This talk draws on neuroscience and behavioural research to explain why the transition to human + AI collaboration is harder than it looks, and what that tells us about how to lead it well. We'll look at what the science says about creativity, motivation, accountability, and trust when AI joins the team. You'll leave with a practical framework for moving your marketing team forward — performing better, not burning out.