As generative AI reshapes how consumers discover brands online, search marketing is entering a new phase. To address that shift, Semrush has announced Spotlight 2026, its flagship marketing conference focused on helping brands compete in what the company calls the emerging “AI search era.”

The event will take place in London on October 13 and is expected to draw more than 1,000 senior marketing leaders, including chief marketing officers, SEO executives, brand leaders, and growth strategists.

At its core, Spotlight 2026 is designed to address one of the most pressing questions facing digital marketers today: how to maintain brand visibility when search is no longer limited to traditional search engines.

SEO Is Colliding With AI Search

For years, search engine optimization focused primarily on ranking within platforms like Google. But the rapid rise of large language models and AI-driven assistants has expanded the digital discovery landscape.

Consumers increasingly find brands through AI-generated answers, conversational interfaces, and recommendation systems powered by large language models.

That shift is forcing marketing leaders to rethink how visibility works.

According to Andrew Warden, chief marketing officer at Semrush, the traditional SEO playbook is no longer enough.

“In a world where LLMs and AI agents are changing every facet of brand discovery, staying static is not an option,” Warden said in the announcement. “Spotlight 2026 is designed to provide a practical roadmap to adapt and to own brand visibility.”

Rather than focusing solely on rankings or keyword strategy, marketers are increasingly being asked to manage brand presence across multiple AI-driven discovery channels.

A Blueprint for “Total Brand Visibility”

Semrush is positioning the conference around what it calls “total digital brand visibility”—a broader strategy that combines traditional search optimization with new AI-driven discovery techniques.

The event will feature a mix of keynote sessions, breakout discussions, and curated networking opportunities aimed at senior marketing leaders.

Key topics expected to dominate the agenda include:

The SEO + AI Search Opportunity
Marketers are exploring how traditional search optimization can work alongside AI-powered discovery systems to capture market share across both environments.

Total Digital Brand Visibility
Brands must now maintain share of voice across a fragmented ecosystem that includes search engines, AI chat interfaces, content platforms, and large language models.

Executive-Level Performance Management
Marketing leaders are under pressure to deliver measurable results even as technology platforms—and consumer discovery behavior—rapidly evolve.

Peer-to-Peer Strategy Exchange
With many organizations navigating similar challenges, the event will emphasize collaborative discussions among marketing executives facing comparable competitive pressures.

By focusing on operational strategies rather than theory, the conference aims to give attendees actionable frameworks they can implement immediately.

Hands-On Training With the AI Visibility Bootcamp

In addition to the main conference sessions, Semrush will also host a practical training track called the AI Visibility Bootcamp.

The program will provide hands-on instruction for marketers looking to expand brand presence across both traditional search engines and AI-powered discovery platforms.

Participants can expect workshops focused on real workflows, tools, and implementation strategies designed to help teams adapt to the evolving search environment.

This practical component reflects a growing demand among marketing leaders for tactical guidance on navigating AI-driven changes to digital discovery.

Building on Momentum From a Record 2025 Event

Spotlight 2026 follows a record-breaking 2025 edition of the conference, signaling strong industry interest in strategies that address the convergence of SEO, AI, and digital visibility.

That momentum reflects a broader shift in the marketing technology landscape.

Search is no longer just a channel—it’s becoming part of a larger ecosystem that includes AI assistants, recommendation engines, and conversational interfaces. As these technologies mature, brands will need to optimize their digital presence across a wider range of platforms and contexts.

For Semrush, which built its reputation on SEO analytics and visibility tools, the conference also underscores the company’s evolving positioning around broader online visibility management.

Additional details about speakers, agenda highlights, and ticket availability for Spotlight 2026 are expected to be announced in the coming months.

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