Are you using AI in your SEO strategy—or is it using you?

In this episode of The Search Session, Gianluca Fiorelli chats with the brilliant Judith Lewis—digital marketing consultant, international conference MC, and certified wine-and-chocolate connoisseur—about how AI is reshaping the search landscape.

From shifting visibility in B2B and B2C, to the rise of post-purchase SEO, to the risks of AI hallucinations, this conversation is packed with sharp insights, laughs, and practical advice. Judith shares real talk on using AI to speed up tasks without replacing expertise, and why flexible strategies are key in today’s fast-changing digital world.

It’s an inspiring, no-fluff episode you won’t want to miss.

This is the 24th episode of: The Search Session on YouTube

Here's what you'll learn in this episode:

(00:07) Meet Our Guest: Judith Lewis

(05:26) SEO Today: Stability, Strategy, and the Post-Purchase Opportunity
(07:01) B2B vs B2C in the Age of AI Overviews and The Great Decoupling
(16:21) How AI Can Speed Up Work and Where It Falls Short: Recognizing Hallucination Risks
(29:30) Creating Adaptable Strategies That Support Business Goals — Without Getting Stuck in Rigid Plans
(39:15) The Myths of Generative Engine Optimization
(43:20) Experiments, Spam Tactics, and the Limits of Persuasion
(52:23) The Fireside Questionnaire

👉 Read the full article and explore additional insights

Where to find Judith Lewis

LinkedIn |

X |

Website

Where to find Gianluca Fiorelli

LinkedIn |

X |

Bluesky |

Website

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