Christopher Hofman Laursen shares that once you’ve mapped out your customer journey, it’s time to determine where AI is going to help you. Christopher says: “Take a step back and really try to understand where generated AI platforms will fit into the customer journey.” Do you do that by instinct, or is there research and data you can use to determine where that's likely to be? “First off, it's super important to realise that there's so much noise in the market at the moment. Right now, we're talking about ‘GEO’ as a new SEO discipline, trying to optimize for generative AI engines. There are former SEO consultants now going all-in on GEO. You see future crypto bros trying to get their foot in the door and creating blank canvas agencies competing against the established agencies. There's a lot of noise to declutter at first.
SEO in 2026