Marketing in the AI Era: Visible at Every Step of the Search Journey
During the Webshop Days, Follo demonstrated how marketing is fundamentally changing due to AI, platform fragmentation, and new forms of search. Consumers no longer search in one place. They discover products via social platforms, compare on communities and marketplaces, and increasingly get answers through AI interfaces.
For brands, this means one thing: being visible at every step of the search journey.
At Follo, we help ambitious companies grow with an integrated approach to data, technology, and marketing strategy. With over 150 specialists, 200+ international brands, and our own technology FolloEngine, we build strategies focused on visibility, market share, and commercial impact.
Day 1
The Impact of AI & Search Everywhere on Marketing
Mark van Hattum — CEO Follo
Performance marketing is fundamentally changing. Search behavior no longer starts only in Google, but everywhere at once: in search, social media, marketplaces, and AI-driven environments like ChatGPT and Gemini.
In this session, Mark showed how marketing is shifting from channel optimization to strategic choices. No longer separate disciplines, but one integrated approach where data, platforms, and content come together. With the help of FolloEngine, we connect market, platform, and behavioral data to bring strategy and execution together.
Day 1
SEO & GEO if Google No Longer Exists
Stijn Bergmans — Head of AI & LLM Marketing, Follo
What if Google as we know it disappears? More and more searches are shifting to AI interfaces like ChatGPT, Gemini, and Perplexity. Classic search results are making way for AI-generated answers.
In this session, Stijn shared insights from two years of experimenting with SEO & GEO for AI search engines. With concrete practical examples, he showed what works to be included in AI answers, how to measure visibility in LLMs, and how to build authority in a world where search behavior is constantly changing.
Day 2
The AI Race: What Gemini & Claude Mean for Marketing
Kayn Wolfswinkel — Head of SEO, Follo
AI is changing how consumers search, compare, and decide. This eliminates the idea of a single starting point in the customer journey.
In this session, Kayn showed how performance marketing evolves into a strategic steering tool. Not steering on separate metrics, but on visibility, relevance, and business impact in a fragmented and AI-driven landscape.
Day 2
SEO = Search Everywhere Optimization
Stijn Bergmans — Head of AI & LLM Marketing, Follo
The modern consumer searches everywhere: on TikTok, Amazon, Reddit, YouTube, and increasingly through AI tools. Google remains important, but it is no longer the only starting point.
In this session, Stijn showed how SEO evolves into Search Everywhere Optimization: one strategy that makes brands visible in Google, social platforms, marketplaces, and AI interfaces. With concrete tactics and practical examples, it became clear how to build a content strategy that works across the entire search landscape.
Tooling
The Technology Behind Our Approach: FolloEngine
To make brands visible in this complex search environment, Follo developed our own technology: FolloEngine.
This data layer provides real-time insights into, among other things:
- AI visibility in ChatGPT and other LLMs
- Social search performance on platforms like YouTube and TikTok
- Market position and competitive analysis
- Content authority in Google and AI results
With these insights, we not only steer on rankings but on market share, visibility, and commercial impact.
Stay Visible at Every Step of the Search Journey
Search is no longer a moment, but a continuous process of intention and discovery. Consumers search on social platforms, compare on communities, and purchase via marketplaces or AI recommendations.
Brands that want to win in this landscape must be present at all the places where the search begins.
Do you want to know how your brand becomes visible in a Search Everywhere world?
๐ Contact Follo and discover how we prepare your marketing strategy for the AI era.
