Practitioner Talk by Josef Trauner/ Otterly.AI

In our recent SBWL Practitioner Seminar, we welcomed Josef Trauner from Otterly.AI for a session on how AI is transforming the world of search, what this means for marketers and how businesses can adapt to these changes.

Josef explained how AI search is changing the way brands become visible online. As users increasingly turn to AI search engines, traditional SEO strategies are no longer enough. The shift from SEO to GEO also means that the way businesses measure success is changing. With around one billion weekly ChatGPT users, AI search is already mainstream, and one prediction shared during the session suggests that it could overtake traditional search by 2028.

Another key topic was the importance of localization in AI search. Josef highlighted how the language of a prompt, local context and personal geographic signals can influence which content appears in AI generated answers. Even asking the same question in different languages can lead to different results.

Josef also introduced Otterly.AI and demonstrated how tools such as prompt research, citation tracking, and content audits can help brands better understand and monitor their visibility in AI search.

We would like to thank Josef Trauner, Thomas Peham and Otterly.AI team for sharing their expertise and providing our students with such an interesting and insightful session!