Written by Belén Amaro
Index
On December 11, our director, Fernando Maciá, traveled to San Sebastián to participate in the AI Applied to the Web Forum. An event organized by SPRI Enpresa Digitala and Mondragon Unibertsitatea, which took place in the iconic TABAKALERA building in Donostia.
Fernando was in charge of opening the day with his presentation “Findability: how AI redefines online search,” where he shared the stage with other leading experts in the sector: Juan González Villa (founder of the USEO agency and SEO specialist for ecommerce), Lorena Romero (SEO Manager at Puma Europe), and María José Cachón (head of the LAIKA crew).
The conference, which was free and open to the public, also featured an institutional presentation by Elixabete García, Director of Digital Transformation for the Basque Government, and brought together digital marketing professionals, managers from Basque industrial companies, and SEO professionals interested in understanding how to adapt to the new search paradigm driven by artificial intelligence.
From click to answer: the new search paradigm
Fernando Maciá’s presentation addressed one of the most profound changes digital marketing is experiencing: the transition from the traditional click-based search model toward an ecosystem where direct answers are the new goal.
As we already explained in our article on findability in 2026, Google AI Overviews and generative AI platforms such as ChatGPT or Perplexity are radically transforming how users search for and find information online.
The four pillars of findability in the AI era
Fernando Maciá’s presentation was structured around four fundamental strategic points:
1. From click to answer
Why the goal is no longer just to appear on Google, but to be part of the answers generated by AI systems. Generative AI platforms are receiving billions of monthly queries, and brands that are not present in their data sources will remain invisible to a growing portion of their audience.
2. From keywords to entities
How the new search engines work and what they need to know about your company to be able to recommend you. AI systems do not work with isolated keywords, but with entities, relationships, and contexts. Understanding this change is fundamental to adapting your content strategy.
3. The findability ecosystem
A new scenario consisting of three layers, which determine whether your brand appears when your customers ask ChatGPT, Perplexity, or Google. This comprehensive view includes presence in data sources, brand authority, and information structure—three elements that work together.
4. Strategic decisions for the industrial company
What a CEO must consider to avoid being left out of the new search paradigm. The CEO of Human Level tailored his message to the profile of the audience, mostly made up of industrial companies from the Basque Country, offering practical and actionable recommendations.
Digital PR as a strategic response
This presentation connects directly with our new service line, Digital PR, which was born precisely as a response to this new scenario. As we explained in our service launch, Digital PR is the authority strategy that makes you findable in the age of AI.
Beyond the technical and semantic factors that favor content indexability and positioning, mentions in the media, building brand authority, and a multi-channel presence have become indispensable elements for AI platforms to consider your brand a reliable source and include it in their answers.
It is not just about getting links to improve traditional SEO, but about building authority signals across multiple channels that AI systems can identify and validate when generating answers about your sector or specialty.
