Reflections on AI Search, Human Connection and the Future of Measurement
AI search isn’t the end of discovery — it’s the beginning of a conversation
Read time: 3 minutes
BrightonSEO 2025 Summary
BrightonSEO 2025 marked a turning point for search. AI wasn’t a side note, it dominated the (many) stages. This report explores four key reflections from the conference: why AI is now unavoidable, why the human voice still defines the best content, why measurement must evolve beyond SEO, and why even seagulls can teach us something about brand strategy.
1. Don’t Be Afraid of AI
There’s an old saying: there’s no such thing as bad weather, only the wrong clothes. The same applies to AI.
The integration of artificial intelligence into search is no longer hypothetical. From Google’s AI Overviews and Microsoft Copilot to conversational discovery engines like ChatGPT, Perplexity, and Claude, AI is already the weather system in which digital content now lives.
The question isn’t whether you can stop it (spoiler alert: you can’t), but how well prepared you are to navigate it.
Visibility in AI search is not simply an extension of SEO; it’s a structural shift
The language, architecture, and data models of your content determine whether LLMs can interpret, reference, and attribute your brand. The opportunity lies in irrigation, not protection: building structured, semantically clear, experience-led ecosystems that thrive in new conditions.
In short: don’t stand in the rain — build a greenhouse.
2. Remember to Breathe
For all the machine learning, it was the lack of human learning that stood out.
There were bright moments — several sessions tackled creative integrity and the emotional dimension of content — but much of the discourse still tilted towards systems, not souls.
Frontier15’s view is simple: the human voice remains the differentiator.
AI search amplifies content that answers questions and aligns with human intent, tone, and authenticity.
Brands that retain a distinctive voice (and write with empathy, humour, and perspective) will be more discoverable because they are more relatable. Until we can teach a model to breathe, the human element remains your competitive advantage.
3. Measurement Still Matters
It wouldn’t be an SEO conference without measurement. Tracking, attribution, analysis: the metrics still rule.
But GEO demands a wider lens.
Traditional SEO dashboards are insufficient for understanding AI-driven visibility. Measurement must now include LLM citation tracking, entity-level visibility, and brand recall in generative outputs.
Tools like Otterly.ai and emerging GEO analytics platforms are paving the way, but the discipline is evolving fast.
This isn’t about adding another column to your SEO report. It’s about redefining what “visibility” means and recognising that AI search changes in real time, not quarterly increments.
4. Even the Seagulls Have Opinions
No BrightonSEO reflection would be complete without the seagulls. Opportunistic, noisy, and entirely unbothered by your chips.
They’re a metaphor for the current content landscape. You can scramble for scraps, chasing algorithmic leftovers, or you can build the kind of meaningful, discoverable ecosystem that attracts its own audience.
Let others squawk; you build something worth circling.
5. The Takeaway: AI Search Is More Human Than You Think
Here’s the irony: the more machine-led search becomes, the more human the experience will feel.
AI-driven discovery reflects need, urgency, bias, experience, and emotion; everything that defines how people really think and choose. Whether it’s finding a drill, booking a holiday, or learning why shakshuka is suddenly everywhere, intent is no longer transactional; it’s conversational.
But there’s something deeper happening too. For the first time, search feels like home.
Instead of rigid queries and dead-end links, AI search is conversational and feels like an ongoing exchange where models don’t just retrieve, they reason. They “think” about what you’ve asked, refine the meaning, connect the context, and keep the conversation alive.
This changes everything. Discovery is no longer a journey with stops and starts; it’s a dialogue that flows naturally (again, ironically). The brands that will thrive here are those that build for continuity, creating content that welcomes users into an ongoing conversation, not a one-click transaction.
That’s why Frontier15 believes the brands that will win in this space are those that:
- Build content architectures readable by machines;
- Craft stories that resonate with people;
- Connect both through intelligent structure and authentic voice.
Finally…
If you missed BrightonSEO this year, don’t panic but don’t dismiss it either. The conversation has shifted decisively towards AI-driven discovery and GEO, and this is where the future of visibility will be defined.
The weather’s changing fast. Make sure you’ve got the right clothes. And remember to breathe.
About the author
Generative search is reshaping how people discover and trust brands. Understanding its nuances is now essential for visibility, attribution, and engagement. Frontier15 is here to help you create content that works for AI visibility.
Further reading
- BrightonSEO Report: If You Didn’t Go (or Think You Shouldn’t Care)
- What are the basics of GEO optimisation?
- Finding the balance: How can I create content for humans and AI? And does it matter for AI search visibility?
- How can I measure my brand’s visibility in AI search?
- Can I test how my site appears in ChatGPT, Claude, Co-Pilot, Perplexity or other LLMs?