Hosted by
Keynote
sessions
Two stages, hosted by The Drum and Fortune.
Where marketing is going, and what to act on now.
Keynote
Two stages, hosted by The Drum and Fortune.
Where marketing is going, and what to act on now.
Marketers from around the globe gathered at Semrush Spotlight 2025 in Amsterdam, not just for the latest tips, but to confront the industry's next great evolution: the disruptive and definitive rise of AI.
The day's sessions moved beyond simple tactics, offering a profound look at a new marketing landscape. Leaders from OpenAI, Duolingo, Semrush, and more provided a forward-looking playbook, revealing that the future isn't just about adopting new tools, but about fundamentally re-engineering our approach to influence, trust, and human connection.
Read the full recapAI doesn't kill SEO; it shatters the limitations of the search box. The marketer's role is expanding from a single channel to optimizing for a "highly reactive" and all-encompassing search landscape — and marketers need an all-in-one solution to stay ahead.
The future isn't AI replacing humans, but AI as a "force multiplier" to scale trust. The most advanced brand campaigns will be "collaborative and decentralised," enabling customers to distribute your brand for you by making them the hero.
As "growing impressions and shrinking clicks" become the norm, traditional SEO is over. The new battleground is "Share of Voice" within AI, requiring marketers to manage brand probability in LLMs and reverse-engineer "authoritativeness" for generative search.
B2B marketing must evolve to sell the "benefit of the benefit" tapping into the personal incentives of the individualdecision-maker (e.g., "less time crunching numbers"), not just the organizational goals (e.g., "save time").
Growth is just an outcome; the real goal is "cultural resonance."
In a world of generic trends, brands like Duolingo win by taking "creative risks" and rejecting industry norms to build a unique, authentic connection with their community.
