Stijn Bergmans, Head of AI Search at Follo
Millions of professionals no longer ask their questions on Google, but turn to ChatGPT, Gemini, and Perplexity. Ten blue links are being replaced by a single AI-generated answer. The question is not whether this impacts your brand, but whether your brand is visible when that answer appears.
The numbers don’t lie: 94% of B2B buyers already use AI in the buying process, and half no longer start on Google, but on ChatGPT. They search differently than consumers, with longer prompts, more complex questions, and multiple sessions spread over weeks or months. AI is no longer a search engine, it is a due diligence partner that compares, filters, and eliminates risk before sales even enters the picture.
Traditional SEO, built on rankings and clicks, is no longer enough. In B2B, decision-makers orient themselves through a mix of AI environments, social platforms, communities, and industry media. If you’re not visible there, you don’t exist.
In this session, Stijn Bergmans shows how SEO and GEO come together in a Search Everywhere approach. Using concrete examples, he explains how AI determines which brands get recommended, why topical authority is the new ranking factor, and what you can do today not just to survive, but to lead.
