Masterclass | From SEO to GEO: How AI is changing online search behavior

The rise of Generative Artificial Intelligence is transforming how people search for information, discover brands, and make decisions. Traditional search engines now coexist with new AI-powered experiences, generating significant changes in user behavior and digital marketing strategies.

We invite you to participate in this free masterclass to understand what GEO (Generative Engine Optimization) is, how it differs from traditional SEO, and what opportunities this new scenario presents for organizations seeking to improve their visibility and digital positioning.

Why participate?

Artificial intelligence is redefining the rules of the digital ecosystem. More and more users are turning to conversational assistants and AI-powered search engines to answer questions, research products, and make decisions.

This shift presents new challenges for brands: how to gain visibility when answers no longer come solely from a search results page? What strategies allow them to remain relevant in this new context?

In this masterclass we will explore the main trends that are transforming online searches and analyze their impact on marketing and communication strategies.

Exhibitors

• Fernando Mascarenhas: Director of the Program Enhancing Marketing with Artificial Intelligence at Universidad AustralSpecialist in marketing strategy, digital transformation and innovation applied to business.
• Hipólito Giménez Blanco: CEO of Growketing. A leading figure in digital marketing and business growth, with experience in designing and implementing results-oriented digital strategies.
• Martín Pico Estrada: Specialist in marketing, strategy, and business management. She has over 20 years of executive experience in marketing and sales positions in Argentina, Mexico, Chile, and Peru, and extensive academic experience in undergraduate and graduate programs. She currently teaches at the Universidad Austral and is co-director of the Master's Degree in Marketing.

We're waiting for you, register for free

This masterclass is part of the PProgram: Boosting Marketing with AI which begins in September 2026.