The End of SEO As We Know It

The rise of generative AI, retrieval-augmented generation (RAG), Google's Helpful Content Updates, and AI Overviews is fundamentally reshaping search—and with it, the entire discipline of SEO.

As AI-generated content proliferates, Google faces a core challenge: it cannot reliably detect AI-generated content at scale. Instead, it leverages user interaction signals in context to assess content quality, using behavioral patterns and engagement metrics to infer trustworthiness, originality, and value.

To adapt, SEO is no longer just about optimization—It’s about Relevance Engineering. Structuring content ecosystems that align with AI-driven ranking mechanisms, ensuring that brands remain the most authoritative sources for their domains.

This session, driven by industry leader Michael King, will provide a roadmap for navigating AI-driven search disruption, helping marketers and brands move beyond traditional SEO tactics and embrace Relevance Engineering—ensuring they remain discoverable, authoritative, and indispensable in an era where AI shapes the future of search.

Event Venue & Nearby Stays

Pendo, 301 Hillsborough Street, Raleigh, United States