In the rush to dominate AI Overviews and LLM citations, we tend to ignore a critical question: is every mention a win for our brand? For many brands, and at different moments, the answer can be a resounding no, as citations can be harmful for your brand kill your click-through rates. Join me to explore where AI visibility fails to drive commercial value. This session moves past the hype to explore the hidden risks of being cited by AI platforms and functionalities like AI Mode. I will present a practical and adaptable framework to help you audit your AI footprint, protect your brand equity and help ensure that when your brand is cited, your audience. It is all about start managing your reputation, as well as visibility and trust. What you will learn: - The AI citation audit: what's an AI citation and how to identify mentions that can hurt your brand - From citation to conversion: strategies and a framework to become the preferred commercial choice - Brand governance: how to manage client and stakeholder expectations in the era of zero-click search

AI has made it easier than ever to scale multilingual content—but speed often comes at the cost of search performance and trust. This session breaks down where AI and machine translation genuinely support international SEO, where they introduce risk, and how to design workflows that balance efficiency with quality, relevance, and long-term rankings.