AI Is the New Search Engine—and It’s Changing the Rules

From Keywords to Conversations

AI tools like ChatGPT, Perplexity, Claude, and others are becoming the go-to sources for answers. For example, instead of typing “best venues for tech conference Dallas” and sifting through dozens of links, a planner can ask an AI:

“Plan a 3-day leadership conference in Dallas for 300 people with a sustainable theme and evening networking events.”

Within seconds, they’ll receive an organized plan, including venues, catering options, themes, and even suggested agendas—no clicking, scrolling, or ads. AI skips the middleman (search engine results pages) and delivers what feels like a personal research assistant. And, AI is getting more process-friendly than ever.

Why SEO Isn’t Enough Anymore

This shift matters because the way AI finds information is fundamentally different from how Google works. Google scrapes websites and ranks pages based on hundreds of signals, including keywords, page speed, and backlinks.

AI tools scan vast amounts of information on the web, but they synthesize the content rather than just point to it. They pull from what you’ve put out in the world – articles, books, reports, courses, and databases, and generate an answer in plain language.

That means:

• Your page might never get clicked. Even if you rank high on Google, AI may summarize your content without sending traffic your way.

• Brand visibility is indirect. Instead of competing for first-page rankings, you’re competing to be cited inside an AI’s response. (Huge!)

• Fresh, useful content matters more than piling on keywords.

AI tools tend to favor current, credible, well-structured information over SEO strategies.

How Meeting Professionals Are Adapting

Meeting professionals are already embracing AI as a search tool. They’re using it to:

• Generate shortlists of speakers based on topic, budget, and fit

• Research destinations, venues, and suppliers

• Draft RFPs and event agendas

• Compare pricing, sustainability practices, and attendee experience options

Instead of spending hours on Google, planners can get an 80% draft from AI and then verify the last 20% with direct outreach. The use of AI significantly reduces research time and provides an advantage to speakers, venues, and vendors who utilize AI responses.

What This Means for Speakers, Consultants and Experts

If you want to be discovered in this new AI-powered search world, rethink your content strategy:

• Publish clear, authoritative content. AI tools draw from what’s considered credible and current. Make sure your expertise is easy to find and well-organized.

• Build your digital footprint beyond your website. AI often draws from LinkedIn profiles, podcasts, interviews, SlideShare decks, and other publicly available sources.

• Use plain language. AI responds better to content written in a conversational and clear style than to keyword-heavy jargon.

• Get cited by others. If your content is quoted, linked to, or discussed on reputable sites, AI is more likely to include you in answers.

The Bottom Line.

Search is becoming less about navigating the internet and more about having a conversation with it. For meeting pros, that means faster, smarter decision-making. For speakers, consultants, and subject-matter experts, it means thinking beyond SEO and focusing on being findable in an AI-driven world. A place where answers come first, and links come second.

The question is no longer “How do I rank on Google?” It’s “How do I make sure AI knows I exist?”