Event Summary – Optimising for the Algorithm: Preparing for AI-Driven Search

This is a summary of our Optimising for the Algorithm: Preparing for AI-Driven Search event, which took place on 10 February 2026. 

This event explored how rapid advances in AI are fundamentally reshaping search, discovery, and trust, and what this means for brands – particularly in financial services. We heard from:

Sal Mohammed, Founder, LangSync.ai

Oliver Padgett-Blackburn, Head of Performance & Technical Marketing, Tribus Digital

Simran Aniekar, Head of Digital, Stand

From SEO to AEO: Search Is Being Rewritten

Our speakers agreed that traditional SEO is evolving into Answer Engine Optimisation (AEO). With forecasts suggesting that up to 50% of searches will begin in AI tools by 2028, discovery is increasingly happening inside large language models (LLMs) rather than on search engine results pages.

AI search is multimodal, capable of reading text, watching video, and listening to audio, and as costs fall and capability improves, its influence will only accelerate. Importantly, AI engines prioritise consensus, credibility, and authority, drawing from trusted publishers, high-authority platforms, and community-driven sources such as Reddit and Quora.

The Great Decoupling: Visibility Without Clicks

A recurring theme was the growing disconnect between search impressions and clicks. While search activity is increasing, click-through rates are declining as AI overviews answer queries directly, often removing the need to visit a website. This “great decoupling” means brands may be highly visible yet receive less measurable traffic, challenging traditional performance metrics and attribution models

AI traffic is also becoming more factual and transactional, particularly in news and research contexts, disrupting publishers and niche affiliate sites, many of which have seen dramatic traffic declines.

AI as A Gatekeeper and Agent

Looking ahead, the discussion explored the rise of agentic search: AI agents that understand user intent, filter information, take actions on users’ behalf, and potentially personalise digital experiences in real time. In this new world, brands may increasingly be marketing to agents rather than humans, with AI comparing providers directly on factors such as ease of use, transparency, value delivery, and credibility.

This raises significant implications for B2B and financial services, where AI could systematically test providers and surface comparative “scores” based on real-world performance  data rather than marketing claims.

Content, Credibility and Structure Still Matter

Despite the disruption, speakers stressed that the fundamentals remain critical. AI still relies on high-quality, authoritative content as its source material. Brands must clearly articulate:

– What they do
– What makes them different
– Why they are credible & trustworthy

Well-structured, text-based content supported by strong schema and backend organisation is particularly important, as AI favours content it can easily parse and understand. Many “new” AI optimisation tactics were framed by our speakers as evolved versions of good SEO and content practice, rather than a complete reinvention.

Trust, Compliance and the Human Role

While adoption is growing rapidly, with a significant proportion of consumers already using AI for financial research, trust remains fragile. Concerns around data privacy, bias, accuracy, and accountability persist, and regulators such as the FCA are actively examining the implications of AI-driven advice.

The consensus was that AI will not replace human expertise, especially in high-stakes decisions. Instead, the future lies in hybrid models, where AI supports discovery, education and confidence-building, while humans remain central to advice, reassurance and conversion.

What This Means for Brands

Our event concluded with a clear message: AI is now a core discovery channel, not an emerging one. Brands that want to remain visible must:

– Build genuine authority & trust
– Optimise content for both humans & AI
– Invest in digital PR, partnerships, and structured data
– Rethink measurement beyond clicks alone

AI may increasingly be how people find you – but why they trust and choose you will still depend on authenticity, clarity, and delivery on your promises.