AI & Search: SEO vs GEO – The Battle is On

In 2026, SwedCham will take a deep dive into the vast and rapidly evolving world of AI. Each month, we will explore a new theme to help our members navigate this transformation and understand its impact on business, society, and daily operations. Through SwedCham’s AI Series, we aim to equip companies of all sizes with practical insights and inspiration to accelerate their AI journey – whether you are just getting started or scaling your efforts. ******** Will your organisation still be found online when AI becomes the first place people look for answers? How do you ensure your company remains visible, relevant and trusted as search undergoes its biggest transformation in two decades? Artificial intelligence is fundamentally changing how people discover information, evaluate suppliers, research products, and make purchasing decisions. Whether you operate in B2B or B2C, customers are increasingly turning to AI-powered search tools and assistants rather than traditional search engines. As a result, organisations must rethink how they approach visibility, discoverability and digital presence. In this session, Martin Bertilsson ​ , former Director of Google APAC and founder of AIMSOO ​ , will explore with us how the search landscape is evolving across Google Search, AI-powered search engines, and Large Language Models (LLMs). Participants will gain practical insights into how different platforms discover, rank, and present information, and what organisations must do today to remain visible and competitive tomorrow. Whether you are a CEO, business owner, marketer, communications professional, or responsible for growth and digital strategy, this session will help you understand how AI is reshaping search behaviour and what steps your organisation should take now to ensure customers, partners, and future employees can still find you in an AI-first world. Agenda: 8:15-8:30 am: Registration and light breakfast 8:30-9:30 am: Presentation by Martin Bertilsson ​ , ex-Google & Founder of AIMSOO ​ 9:30-10:00 am: Q&A. SwedCham’s 2026 AI Series: AI & Enterprise Operations: IBM as Client Zero ​​​ ​ with Arun Biswas ​​​ ​ , IBM ​​​ ​ on 30 January AI & Talent: Winning with AI-Native Talent ​​​ ​ with Roger Olofsson ​​​ ​ , Olofsson ​​​ ​ on 26 February AI & Governance: From Principles to Competitive Edge ​​​ ​ with Eric Orlowski, ​​​ ​ AI Singapore ​​​ ​ on 26 March AI & China: Speed as a Superpower ​ ​ with Folke Engholm ​ ​ on 23 April AI & Gov: SG Support to Accelerate Your AI Journey ​​​ ​ with Andy Lua ​​​ ​ , EDB ​​​ ​ on 19 May AI & You: Personal branding & leadership visibility ​​ ​ with Elizabeth Taylor ​​ ​ , Spotlight Marketing Academy ​​ ​ on 8 June AI & Compliance: Preparing Your Business for Scale ​ with Lam Chung Nian, ​ WongPartnership ​ on 3 September AI & Search: SEO vs GEO – The Battle is On ​ with Martin Bertilsson ​ , AIMSOO ​ on 15 October AI & Humanity: More info will follow (November).