Emerce E-commerce Live

Stijn Bergmans, Head of AI Search at Follo

What if Google, as we know it, no longer exists? Ten blue links and clicking through results pages are becoming a thing of the past. We search more than ever, but no longer do it ourselves. AI agents in ChatGPT, Gemini, Google’s AI Mode, and Copilot will soon search, compare, and decide on behalf of your customer. Buying a product, choosing a service, or contacting a company, without ever visiting your website.

Traditional search results are being replaced by AI-generated answers. The click disappears, but the decision is made before the click ever happens. The question is not whether this impacts your brand, but whether your brand is the one AI recommends when it matters.

Everyone is talking about AI Visibility, the latest buzzword. But what does it actually mean? And how do you measure real business impact? If no one clicks anymore, how do you know where your conversions come from? How do you justify your SEO and content budget when traditional attribution models no longer work? And how do you convince stakeholders of a channel where revenue barely shows up in Google Analytics?

In this session, Stijn Bergmans shares lessons from three years of experimenting with and delivering results through SEO & GEO for AI-driven search. No theory, but real-world examples of what actually works to get included in AI answers, and what you should stop doing immediately. From content strategies and tactics to the KPIs that truly matter. You’ll learn how to monitor visibility in LLMs, build authority, rethink attribution for a world without clicks, and position your brand as the preferred choice in a world where AI agents search, compare, and decide without anyone ever clicking your link.

What you’ll learn:

• What GEO is, how it differs from SEO, and why it’s urgent now
• Which content strategies and tactics actually work to appear in AI answers
• How to measure and monitor AI Visibility across ChatGPT, Gemini, AI Mode, and more
• How to set up attribution when clicks disappear and still convince stakeholders
• The KPIs that truly matter to measure and justify success

Kayn Wolfswinkel, Head of SEO at Follo

Your customer is no longer searching on Google alone. They swipe through TikTok, ask ChatGPT, compare in TikTok Shop, search on Google, browse Bol, and check reviews on Reddit.

Product discovery happens on one platform, comparison on another, and purchase on yet another, often without your webshop ever being involved. Yet most e-commerce strategies are still built as if Google is the only search engine.

The result: declining clicks, rising CPCs, increasing dependence on paid channels, and a blind spot for the platforms where your customer actually makes decisions. Four disciplines (Google, TikTok, AI Search, and commerce platforms) operate in separate silos, with no one managing the bigger picture.

In this session, Kayn Wolfswinkel shows how top retailers and D2C brands across Europe move from fragmentation to one integrated strategy. He shares the Follo playbook where Google, TikTok (Shop), AI Search, and marketplaces come together into a single holistic approach, measured by market share, not rankings.

At the core is a new definition of visibility: being present at every customer touchpoint, whether it’s a swipe on TikTok, a question in ChatGPT, a search on Google, or a comparison in TikTok Shop. Not separate reports per platform, but one integrated view of your market position: Share of Search on Google, Share of Views on TikTok, Share of Citations in AI Overviews, and visibility across marketplaces and TikTok Shop.

What you’ll learn:

• How to use data-driven topic modeling to identify where your customer actually swipes, searches, and buys, from Google to TikTok Shop
• How to measure your market position per platform and per SERP feature, from Google Shopping to AI Overviews to TikTok Search
• How to integrate TikTok Shop and marketplaces into your search strategy without creating new silos
• Why 80% of “search everywhere” advice backfires and which framework actually drives revenue

No theory. The real playbook Follo uses daily for European retailers and brands, directly applicable to your own organization.

View the full program on the Emerce E-commerce Live website