The digital marketing landscape has never moved faster, and for senior marketing leaders the stakes have never been higher. Budgets are under scrutiny. Channels are being disrupted. Attribution is harder than ever before. And yet more and more is expected of marketers.
This one-hour webinar cuts through the noise to give you a clear picture of what is actually changing in digital marketing right now - and more importantly, what you should do about it. Rather than presenting a broad sweep of trends, this session focuses on four interconnected shifts that together represent the most significant restructuring of the digital marketing landscape in decades.
Topics Covered
1. How your customers find you has fundamentally changed
Google as you know it is being dismantled and rebuilt. AI Overviews, ChatGPT Search, Perplexity and Gemini are changing where your customers go to find answers, which means the organic traffic that once flowed through traditional search will dry up for those who don;t adapt. This session explains the shift from SEO to GEO (Generative Engine Optimisation), why ranking on page one is no longer enough, and what it now means to have genuine visibility in an AI-first discovery landscape.
2. Why your data is lying to you
The dashboard looks fine, but the revenue doesn't match. That's because platform-reported performance metrics are increasingly disconnected from real business outcomes. Third-party tracking is degrading and attribution models are making decisions based on signals that no longer exist. This session names the structural reasons why marketing measurement is breaking down and gives you a clear framework for what to do about it, including how to rebuild credibility with leadership when the numbers stop making sense.
3. The AI advertising revolution: new platforms, new rules, new competitors
ChatGPT just became an advertising platform. Google is bringing ads to Gemini. And the AI tools that were supposed to assist marketers are now managing campaigns autonomously, in real time. This isn't a trend to prepare for - it's already here. This session gives you a practical briefing on what's changing in paid media, what the new platforms mean for your budget and strategy, and how to make sure your team is ahead of the curve rather than scrambling to catch up.
4. Why human brands will win in an AI world
When everyone is using AI to generate content, personalise campaigns and scale output, the greatest competitive risk is looking (and sounding) exactly like everyone else. This session reframes AI not as the threat to brand distinctiveness, but as the very reason brand distinctiveness has never been more valuable. You'll leave with a clear perspective on why the brands that win in 2026 are those that double down on what AI cannot replicate: authentic human perspective, earned trust, and a genuine point of view.
Key Takeaways:
By the end of this session, you will:
- Understand why traditional SEO is no longer sufficient and what Generative Engine Optimisation (GEO) requires from your content strategy
- Know the structural reasons why marketing attribution is breaking down, and how to rebuild measurement credibility with your leadership team
- Have a clear-eyed briefing on ChatGPT advertising, Gemini ads, and AI-automated campaign management
- Understand why brand authenticity is now a primary commercial differentiator in an AI-saturated content landscape
About the presenter
Michael Laps
Founder of Laps Ventures
Michael is a born strategist with over 15 years of experience working with senior leadership teams, executives and entrepreneurs drive revenue for their companies.
An award-winning marketer, in 2014 Michael founded what became one of Australia’s premier independent digital agencies, Yoghurt Digital. By the time he exited in mid-2022, Yoghurt had a team of 35 across Australia, New Zealand and the UK, and had worked with household names like ANZ Bank, H&R Block, P&O Cruises, Converse, the NRL and many more.
Since then, Michael has launched a growth advisory. His focus specialty is building effective marketing strategies in parallel with strong operational capabilities to deliver not just growth – but scale.
In his spare time, Michael is a Non-Executive Director at both Marriott Support Services and Family Life, a guest lecturer at Macquarie University and UNSW, and a trainer at Australia’s peak marketing body, the Australian Marketing Institute.