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Agentic AI in search marketing

From SEO to GEO: how AI is reshaping search and brand visibility. This is the second session in a series of four.

English 60 minutes
When 3 April 2026
12:00 - 13:00

Introduction

In this “60 minutes” session, we’ll explore how search is being reshaped by AI, what is Agentic Search and why it could be a major turning point for brands. We’ll look at the broader shift from SEO to GEO, and how new AI-driven interfaces are changing the way people discover information, evaluate options, and move from intent to action.

We’ll highlight how agents are increasingly taking an active role in search and purchasing journeys, supported by key market signals (mainly from the US) that illustrate changing user behaviour. The session will conclude with practical guidance for brands: the main risks to anticipate, the strategic choices to make, and the essential actions to help ensure your site and content remain visible, trusted and “agent-friendly” in this evolving ecosystem.

Language

The session is conducted in English and the presentation is in English as well.
Participants may engage in discussions in their preferred language.

Schedule

On Friday 3 April:
12:00 - 12:45
Germain Deflandre Co-founder & Co-CEO at MentionLab
Pierre Georges Co-founder at MentionLab

60 minutes session

12:45 - 13:00

Q&A

Speakers

  1. Germain Deflandre

    Germain Deflandre

    Co-founder & Co-CEO at MentionLab
    Germain is an entrepreneur at heart, with a deep passion for Search Marketing, and emerging technologies. He is the Founder of MentionBox and Co-founder & Co-CEO of MentionLab, an AI listening and intelligence platform that helps companies understand and optimize their visibility across AI sy...
    Germain Deflandre

    Germain Deflandre

    Co-founder & Co-CEO at MentionLab

    Germain is an entrepreneur at heart, with a deep passion for Search Marketing, and emerging technologies. He is the Founder of MentionBox and Co-founder & Co-CEO of MentionLab, an AI listening and intelligence platform that helps companies understand and optimize their visibility across AI systems.

    With MentionLab, he wants to go beyond tracking mentions by analyzing how AI perceives and represents brands, how it influences markets and consumer behavior, understand Agents behaviors, and identifying actionable levers to strengthen visibility and performance in AI-driven environments.
  2. Pierre Georges

    Pierre Georges

    Co-founder at MentionLab
    Pierre is an entrepreneur passionate about Organic Search Marketing, with a strong background as an SEO consultant on both local and international projects. As Co-founder of MentionLab and Partner & COO at MentionBox, he helps brands design innovative and forward-thinking Organic Search stra...
    Pierre Georges

    Pierre Georges

    Co-founder at MentionLab

    Pierre is an entrepreneur passionate about Organic Search Marketing, with a strong background as an SEO consultant on both local and international projects.

    As Co-founder of MentionLab and Partner & COO at MentionBox, he helps brands design innovative and forward-thinking Organic Search strategies tailored to leverage all the emerging platforms consumers use today to search for information, products, and services.

Register

Sorry, the registration period is over.

Prices

Participation is exclusive to UBA members.

  • UBA Member | Brand member: Participation is included in the UBA membership.
  • UBA Member | Expert member: Participation is included in the UBA membership.
  • UBA Member I Media member: Participation is included in the UBA membership.

This session will be held online via Teams and will not be recorded. Register to participate, and you will receive further instructions by email.

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