What happens when search stops being something people use and becomes something AI agents use on their behalf?
In this episode of The Search Session, Gianluca Fiorelli speaks with digital entrepreneur and keynote speaker Bastian Grimm about what agentic search means for businesses, and what they should be doing about it now.
From AI-ready data, evolving protocols, and machine-readable formats to brand recognition, experimentation, and the future of SEO, they explore how AI could reshape websites, search interfaces, publishing models, and the way brands are discovered.
Bastian offers a pragmatic view of a rapidly changing landscape: rather than chasing every new standard, businesses should focus on reliable data, strong technical foundations, experimentation, and learning what actually works.
This is the 80th episode of: https://www.youtube.com/playlist?list=PL_sm3ydVBxdAJ84k2qsH1LkTDbtbdNrGh
Here's what you'll learn in this episode:
- (00:19) Meet Our Guest: Bastian Grimm
- (04:31) How Do You Give Clients Certainty When Everything Changes?
- (07:32) The Biggest Misconception About Agentic Search
- (12:51) How to Audit a Website for Agentic Search
- (16:18) Markdown and New Formats for Machine Consumption
- (21:10) Enterprise Risk vs. SMB Agility in AI
- (24:45) Breaking SEO Out of Its Silo
- (30:51) Evolving Brand Signals & Trust
- (37:28) Will Websites Still Exist in the Future?
- (43:34) Why Publishers Are at Risk and What They Can Do
- (50:07) What Will the Next Generation of Brand Signals Look Like?
- (53:38) The Most Important Priority: Organize Your Data
👉 Read the full article and explore additional insights:
https://www.advancedwebranking.com/blog/agentic-search-readiness
Where to find Bastian Grimm
Where to find Gianluca Fiorelli
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