In this talk, Susan will share a practical framework for recognizing and pushing back against the internal spiral so many marketers face in the AI era: imposter syndrome, comparison despair, perfectionism, and the exhausting feeling that everyone else is moving faster, doing more, and somehow doing it better.

She will show how stepping back from unrealistic expectations, protecting work-life balance, and returning to the fundamentals of strong marketing and SEO can help professionals stay focused, measure their actions more clearly, and build real momentum instead of burning themselves out chasing everything at once.

Attendees will leave with a grounded, actionable way to stay confident, effective, and steady in a fast-moving industry by keeping things simple and doing the right things well.

In this talk, Cristiano will share how Somebody Digital has built the systems, frameworks, and structures to make AI work, not as a novelty, but as a core part of how the team operates every day.

Most organisations working with AI face the same challenges: context degrades over long sessions, knowledge doesn't carry over between conversations, workflows break when tools change, and outputs lack the depth and nuance of genuine expertise.

Cristiano will walk through the six components Somebody Digital has developed to tackle these problems, from mapping workflows that survive any tool or platform change, to building structured knowledge bases, managing memory so AI doesn't quietly lose the plot mid-session, and developing custom skills rooted in the agency's own expertise.

He'll also explain how moving from prescriptive prompting to collaborative problem-solving with AI tools and agents has changed the way SEO specialists use AI to augment their skills and deliver stronger work.

It's a practical, honest look at what Somebody Digital has built, what broke along the way, and the principles that hold it all together, so whether you're an agency delivering SEO, GEO, and AEO for your clients, or an in-house team looking to raise your standards, you walk away with a framework you can put into practice.