101 Search: Organic, paid and AI-driven discovery

2026 brings an updated 101 Knowledge Session programme available for all ISBA members. The sessions - curated in partnership with Pete Davis, MD of Getmemedia.com - deliver valuable insights and learnings from industry experts and address the whole media landscape and communications process.

Search is how people actively look for information, brands and solutions. This session explores how organic search, paid search and AI-led discovery work together to shape modern customer journeys.

What you will learn:

• The role of search in marketing today, from intent-led behaviour to brand and performance impact.
• The fundamentals of organic search (SEO) and why content, structure and experience matter.
• How paid search works, what it’s good at, and how it complements organic search.
• How search now extends beyond Google into platforms like YouTube, retail media and social.
• The growing impact of AI on search and discovery, and what marketers need to consider going forward.