Moving from keywords to context

Buyers have changed how they make decisions. They're no longer scrolling through search results — they're asking AI tools for a direct answer, and acting on whatever comes back. For most B2B brands, that's a blind spot: the shortlist is being shaped somewhere they can't see or measure yet.

In this masterclass, Kristina Bergwall (SEO & AEO Director at Precis) and Malte Landwehr (CPO & CMO at Peec AI) walk through how LLMs actually perceive, categorise and recommend B2B brands — using real data from 2,500 prompts across Sweden and the UK. The dataset focuses on project management and marketing tools, and what it reveals is fascinating: some brands dominate AI recommendations in one market and barely register in another.

The session breaks down why that happens: 

• How AI pulls and weighs information from across the web, 
• Why context and citations now matter more than content volume, and 
• How the logic of an LLM differs from a traditional search algorithm.

Moderated by Stefania Casciari Carter, CMO at Precis, the session will help you move from data to action and give you a practical framework to understand and improve how AI sees and recommends your brand across your markets.

Key takeaways

• Walk away knowing whether your brand has a visibility gap across markets, what's causing it and how to bridge it
• Know exactly where your current SEO investment stops working and how to shift towards building authority that AI actually recognises
• Leave with a practical framework you can apply to your own digital presence straight away
• Understand why the machine prioritises context over volume and what that means for your marketing efforts