The way brands are discovered is changing. And fast.

We no longer just search on Google: now we ask AI, and that changes the rules of the game. Artificial intelligence decides which brands it recommends—and which ones it ignores.

With this premise, Mediaplus Equmedia hosted the breakfast talk “SEO, AI and Other Uncomfortable Truths”, a session led by José Luis de Rojas, Managing Partner, and Celia Caño, Managing Director, together with Gonzalo Plo, Digital Account Executive; Lucas Eiroa, SEM Manager; and Laura Camazón, Head of Digital. During the event, we shared a very down-to-earth perspective on how brand visibility is evolving in an environment dominated by recommendation engines, generative models and intelligent agents.

Throughout the session, it became clear that we are moving from a model based on keywords to one where everything revolves around conversation, context and relevance. AI filters, interprets and responds—resulting in fewer clicks, but when they do occur, they become super clicks, and a buyer journey that can be compressed by up to 40%. It’s not just search that’s changing: the funnel, advertising formats, KPIs and the way brands are built are all evolving too.

Among the key takeaways, we highlighted the evolution of SEO towards approaches such as GEO and AEO; the need to create useful, conversational and technically accessible content; and the importance of unifying channel strategy, strengthening brand authority and preparing investment for emerging solutions.

In short, a space for discussion and reflection that allowed us to dive deeper into the current (and future) challenges of search, content and brand building—and that reinforced one core idea shared during the breakfast: the brands that lead this change will be the ones that own the conversation tomorrow.