The Last Click Summit 2026 explores the future of search, discovery and digital visibility

This post is sponsored by First Page Digital.

As artificial intelligence reshapes how consumers discover information online, marketers are being forced to rethink one of the industry’s most established assumptions: that winning the click is the ultimate objective.

That question sat at the heart of The Last Click Summit 2026, where senior marketers, digital leaders, and industry experts gathered to discuss the future of search, consumer discovery, and brand visibility in an increasingly fragmented digital landscape.

Hosted by First Page Digital, the summit brought together some of the biggest brands in marketing to examine how AI-powered search, social discovery, and emerging consumer behaviours are transforming the way people find, evaluate, and engage with brands.

While the technologies may be evolving, one theme emerged consistently throughout the event: visibility today is no longer confined to a single platform, channel or search engine.

The rise of agentic search

One of the summit’s most anticipated sessions explored the rapid evolution of search and the growing role of artificial intelligence in shaping consumer journeys.

As part of a panel discussion alongside representatives from First Page Digital, and Wise, Ryo Sugai, head of international growth (APAC) at Google, highlighted how changing search behaviours are creating new opportunities for brands who are willing to adapt.

“As we see a growing trend of brand fluidity that accompanies longer tailed queries, brands are presented with an opportunity to reach previously untapped markets,” he said.

“We’re at an expansionary moment for Search: Google is leading the charge with AI-powered search experiences, including agentic capabilities, to help users move from discovery to decision with unprecedented speed. This is an exciting new horizon for digital marketing and we’re glad to be leading the conversation at events such as The Last Click Summit.”

The concept of agentic search reflects a broader shift in how consumers interact with information online. Rather than simply receiving a list of links, users increasingly expect search experiences that can understand intent, synthesise information, and help complete tasks on their behalf.

For marketers, this represents a significant evolution from traditional search engine optimisation. Success will increasingly depend on how effectively brands can provide trusted and authoritative information that can be surfaced and referenced within AI-driven experiences.

Discovery has become platform-agnostic

While search remained a central focus of the summit, speakers also highlighted the growing role of social platforms in shaping consumer discovery.

Increasingly, consumers are turning to platforms such as TikTok and Instagram – not just for entertainment, but for recommendations, research, and product discovery. Whether searching for travel destinations, restaurants, products or professional services, audiences are moving fluidly between social feeds, creator content, AI answer engines, and traditional search throughout a single decision-making journey.

This shift is fundamentally changing how marketers think about visibility.

Rather than optimising for a single platform, brands must now consider how they appear across an interconnected ecosystem of discovery channels. Consumers no longer follow a linear path to purchase – they encounter brands through recommendations, conversations, videos, AI-generated answers, and search results simultaneously.

The discussions reinforced that the future of discovery will belong to brands that can maintain a consistent presence wherever consumers seek information and inspiration.

From SEO to GEO: Visibility beyond rankings

Another major theme emerging from The Last Click Summit was the growing importance of generative engine optimisation (GEO).

As AI-powered platforms become a more prominent source of information, marketers are increasingly recognising that visibility can no longer be measured solely through rankings and clicks. Brands must also consider how their content is interpreted, referenced, and surfaced by AI systems.

Rather than replacing traditional SEO, GEO represents the next evolution of the search strategy – combining strong technical foundations with content that is structured, authoritative, and trusted by both search engines and AI models.

The challenge for marketers is no longer simply earning top-of-page positions on search engines, but becoming the answer consumers encounter – regardless of whether that answer appears within a search engine, an AI assistant or a recommendation-driven platform.

Why The Last Click Summit mattered

The conversations throughout the day reflected a reality that many marketers are already experiencing: the rules of digital discovery are shifting faster than many organisations can adapt to.

As AI-powered search, social discovery, and recommendation-driven experiences continue to reshape consumer behaviour, organisations are under increasing pressure to adapt how they build visibility, authority, and trust online.

For First Page Digital, The Last Click Summit was created to provide a platform for these critical industry conversations and help marketers navigate what comes next.

Commenting on the motivation behind launching the event, Shane Liuw, CEO of First Page Digital, said: “The marketing industry is experiencing one of the biggest shifts we’ve seen since the birth of search itself. We launched The Last Click Summit because we believed marketers needed a space to move beyond theory and have honest conversations about what AI, changing consumer behaviour, and new discovery channels mean for the future of growth.

“For years, marketers have focused on winning the click. Today, the challenge is much bigger than that. Brands need to understand how they remain visible and trusted across AI engines, social platforms, search engines, and emerging discovery channels. The Last Click Summit was created to bring together the people shaping that future and to help businesses prepare for what’s next.”

The summit reflected First Page Digital’s commitment to fostering meaningful industry dialogue and equipping brands with the insights needed to remain competitive in an increasingly AI-driven marketing environment.

The future of visibility

The Last Click Summit 2026 highlighted a marketing landscape undergoing rapid transformation. From agentic search and AI-generated answers to social discovery and generative engine optimisation, the event underscored how consumer behaviour is evolving faster than ever before.

Yet amidst the change, one principle remains constant: consumers continue to seek trustworthy answers, credible information, and brands they can rely on.

For marketers, the opportunity lies not in chasing every new platform, but in building authority, relevance, and visibility across the ecosystems where discovery now takes place.

As search continues to evolve, brands that seek to thrive have to acknowledge the new reality: that traditional search and the click have lost their monopoly on how journeys start and finish.

About First Page Digital

First Page Digital is a leading digital marketing agency helping brands navigate the future of online growth.

As consumer behaviour evolves across search engines, AI assistants, social platforms, and emerging discovery channels, First Page Digital helps businesses build visibility where modern customer journeys begin.

Through expertise spanning SEO, paid media, content strategy, and generative engine optimisation (GEO), the agency helps brands stay discoverable and competitive in a rapidly changing digital landscape.

The Last Click Summit is part of First Page Digital's commitment to bringing together marketers, platform leaders, and innovators to shape the future of search and consumer discovery.

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