According to LinkedIn, SEO is dead, answer engines have replaced Google, and the entire go-to-market playbook has supposedly flipped overnight.

In this episode, we’re joined by Helene Jelenc, Director of SEO at Flow Agency, to unpack what the data actually says about how software buyers are discovering brands in the AI era.

We explore how search behavior is fragmenting across surfaces like Google, YouTube, and ChatGPT, why AI traffic is still relatively small but highly valuable, and why the overlap between traditional rankings and AI citations is far lower than most marketers expect.

The takeaway is surprisingly familiar: fundamentals still matter. Brand authority, consistent messaging, and clear expertise are increasingly determining whether your company appears inside AI answers or disappears entirely.

Search may be evolving quickly. The brands that win will still be the ones that know exactly who they are and communicate it clearly everywhere they show up