On Thursday 1 October 2026, Emerce Update GEO takes place at B.Amsterdam. The event is limited to one hundred participants and combines keynote sessions with hands-on workshops. Practitioners take the stage to help digital decision-makers get to grips with a search landscape that is changing at a rapid pace. The central question of the day: how do you stay visible when users no longer search for themselves? AI chatbots and agents are taking over search behaviour. They compare, evaluate and provide answers, without anyone clicking a link. The choice is made before that click, and with that, the core of the profession is shifting. Generative Engine Optimization (GEO) sits alongside SEO rather than replacing it, but requires a different approach. It is no longer about ranking on a results page, but about being included in an AI-generated answer. This places new demands on content, authority and the technical setup of a website. Topics include how AI models select their sources, what still works in content structure and what no longer does, and how to measure impact when click data disappears. Speakers are Peter van der Graaf (Brazen), Chantal Smink and Jaap Jacobs (Fingerspitz).