The Buyer Is a Bot: Selling When AI Makes the Сhoice
By 2028, 90% of B2B research runs through AI, but fewer than 10% of its cited sources rank in Google's top 10. Your buyer is now a machine. Join this session to learn how to get your brand cited.
Speakers
Igor Netakhata
Head of Creative Digital Agency at Andersen
Igor leads Andersen Creative Agency, where he helps global brands adapt marketing and visibility strategies to a world increasingly shaped by AI-powered search, discovery, and decision-making.
Irina Gruzdeva
Chief Commercial Officer, VP of Growth & Development at Andersen
Irina Gruzdeva is a digital transformation expert who guides companies towards impactful business results through tailored tech solutions.
Alena Alekhna
SEO Lead at Andersen
SEO & GEO specialist with 7+ years in B2B marketing, helping businesses grow organic visibility through SEO, content strategy and emerging AI search. Focused on turning search into measurable business growth.
Agenda
The click is dying: how AI is reshaping B2B discovery
Why buyers are moving from search results and websites to AI-generated answers, and why traditional rankings no longer guarantee visibility.
Irina Gruzdeva
Machine-to-machine buying: the deal starts before a human shows up
How AI assistants shortlist vendors, interpret positioning and compare offers before your sales team ever enters the conversation.
Irina Gruzdeva
Are you even in the answer? Measuring your Share of Model
How to understand whether AI recommends your brand, where competitors are winning, and why AI visibility needs its own measurement framework.
Igor Netakhata
Death by sameness: why AI-generated content can make brands invisible
Why publishing more generic content is no longer enough – and how sameness prevents brands from becoming sources AI wants to cite.
Alena Alekhna
Getting chosen by AI: authority, distinctiveness and the right sources
What makes content cite-worthy, why third-party authority matters, and why ChatGPT, Gemini, Perplexity and other AI engines require different approaches.
Alena Alekhna
When AI gets your brand wrong
What happens when models surface outdated information, misrepresent your offering or invent details, and how brands can manage AI accuracy.
Igor Netakhata
Alena Alekhna
Who owns GEO and how should companies respond?
How marketing, content, PR, SEO and revenue teams need to rethink ownership, budgets and KPIs as AI visibility becomes a business metric.
Alena Alekhna
From AI shortlist to AI buyer
GEO is only the first step. What changes when AI agents move from recommending vendors to evaluating, negotiating and eventually purchasing on behalf of the buyer.
Igor Netakhata
Irina Gruzdeva
Q&A Session
Irina Gruzdeva
Igor Netakhata
Alena Alekhna