Join the Ultimate AI and Marketing Masterclass on Thursday 29th January.
This session focuses on how people now discover, compare, and choose suppliers through tools like ChatGPT, Google’s AI Overviews, and other generative systems, and what that means for your marketing activity today.
You will gain clarity on:
- How large language models influence buying decisions
- What generative and answer engines prioritise when surfacing brands
- How traditional SEO is changing and where it still plays a role
- How to adapt marketing activity for AI-led discovery
When: Thursday 29th January
Venue: La Galleria, Underwood Lofts, 6-14 Underwood Street, London, N1 7JQ
Time: 9am – 12:30pm
Join AI marketing and marketing experts Steve Pailthorpe and David Neale as they share their secrets to success, honed from years of experience and innovation. This isn’t just another seminar; it’s your ticket to transforming your business landscape and unlocking unprecedented growth.
Who this session is for
This session is designed for:
- Business owners and directors
- Marketing managers
- Teams responsible for lead generation and visibility
- Organisations reviewing how AI affects marketing performance
What the session covers
How AI and LLMs are changing discovery
- How tools like ChatGPT, Gemini, and Copilot surface answers
- Why fewer searches now result in website clicks
- How trust, authority, and relevance are assessed by LLMs
- What this shift means for lead generation and brand visibility
Generative Engine Optimisation and Answer Engine Optimisation
- What GEO and AEO actually mean in practice
- How generative engines select and summarise sources
- The difference between ranking pages and being cited as an answer
- How content structure, clarity, and authority affect inclusion
Search, SEO, and visibility in an AI-led environment
Using AI inside marketing workflows
- Where AI supports research, content, and analysis
- How marketing teams use LLMs day to day
- Where automation saves time without degrading quality
- What not to rely on AI for yet
90-day priorities for AI-aware marketing
- How to audit your current visibility across AI systems
- What to prioritise over the next quarter
- How to align AI use with commercial goals
- How to avoid spreading effort across too many tools
What Time and Where:
Date: Thursday 29th January 2026
From: 09:00am – 12:30pm
Venue: La Galleria, Underwood Lofts, 6-14 Underwood Street, London, N1 7JQ
About the Speakers
Steve Pailthorpe is CEO of Iconic Digital and the Ambassador for AI at the Institute of Directors. He works with UK organisations on marketing performance, lead generation, and adapting marketing strategies for AI-driven discovery, including the practical implications of large language models, generative engine optimisation, and answer engine optimisation. His focus is on clear application rather than theory. Read Steve’s Bio
How to get there
Nearest train stations
- Old Street Station (approximately 6-minute walk)
- Lines: Northern, National Rail
- Moorgate Station (approximately 12-minute walk)
- Lines: Circle, Hammersmith & City, Metropolitan, Northern
- Barbican Station (approximately 14-minute walk)
- Lines: Circle, Hammersmith & City, Metropolitan
- Liverpool Street Station (approximately 18-minute walk)
- Lines: Central, Circle, Hammersmith & City, Metropolitan, Elizabeth, National Rail
- London Bridge Station (approximately 23-minute walk or short Northern line journey via Bank)
- Lines: Northern, Jubilee, National Rail