Transitioning from Visibility to Selection: Insights from the LLMO Conference 2026

On July 22, 2026, LANY, a digital marketing support company based in Shibuya, Tokyo, hosted the LLMO Conference under the theme "AI Search Era of Marketing Comprehensive Strategy — From Strategy to Specific Measures and Success Stories." Over 1,000 attendees participated in this significant event, engaging with various professionals dedicated to innovative strategies to succeed in the AI-driven marketing landscape.

The Shift in Marketing Focus

The conference explored the evolving focus from preparing for AI search to achieving measurable results through it. With the rise of AI tools like ChatGPT and Gemini, making decisions directly based on AI-generated responses is becoming commonplace. Companies are now entering a phase where the success of their strategies directly impacts business growth, necessitating the need for clarity regarding what they should prioritize and implement.

This shift in marketing strategies was deeply examined through discussions showcasing the insights from eight different companies. Here are some of the essential points made during the sessions:

1. Uncovering Insights from a Year of Commitment to LLMO (Keita Takeuchi, LANY)
The importance of evolving from mere exposure to being directly chosen was stressed. AI functions not just to return answers but also to act as a 'decision engine' that guides users through decision-making processes.

2. Using AI Citation Analysis to Build Practical LLMO/GEO Strategies (Taishiro Hirai, TechFabric)
Highlighted was the fact that some brands go unmentioned in AI responses despite being referenced many times. It’s suggested that alignment with targeted search intents is more vital than just high citation volumes.

3. LLMO Is More Than Just Marketing (Yuki Saegusa, NexGen)
The meeting emphasized the necessity of creating value in products to ensure they are recognized by AI systems as worthy of selection, decoupling emotional from functional value.

4. Site Creation Techniques to Be Cited by AI (Riki Fukutani, Bayji)
Presented were essential dos and don’ts concerning LLMO in comparison to SEO, focusing on areas that demand particular attention.

5. The Latest Trends in AI Search and Advertising (Koichi Kumada, Opt)
Discussion included insights about shifting advertising from mere queries to understanding user intent through AI platforms.

6. Practical Digital PR For AI Search Countermeasures (Hitoshi Kyou, IDEATECH)
It was suggested to focus on “how your brand is discussed in context,” rather than solely targeting “gaining citations,” to influence AI’s recommendation structures.

7. Crafting Press Releases for Broad Impact (Taku Kashiwagi, PR TIMES)
Emphasis was placed on ensuring that press releases are designed to cater both to AI and human audiences, thereby boosting brand visibility through media channels.

8. Strategies to Measure AI Search Effectiveness (Takanori Kawarada, Ahrefs)
This session highlighted the need for continuous monitoring of how domains are cited by AI, as they fluctuate frequently.

9. Navigating Recruitment in the AI Age (Mao Onishi, LANY)
A concerning statistic revealed that 87.4% of job candidates had declined applications or offers due to AI responses, indicating AI's growing influence on the recruitment process and the importance of addressing candidate concerns directly.

Key Takeaways for Future LLMO Strategies

From the insights gained at the LLMO Conference, it’s clear that LLMO isn’t merely about strategies to get cited by AI but also about understanding key contexts where a brand wishes to be recognized and chosen.

- Define the Prompts for Desired Selection: Establish clarity on which comparisons or queries the brand aims to be referenced, forming a foundation for subsequent strategies.
- Translate Strengths into Evidential Stories: Rather than discussing strengths abstractly, brands should transform them into verifiable facts and data to provide AI with concrete reasons for selection.
- Monitor AI Visibility and Adapt Accordingly: Evaluate how often and why the brand appears in AI contexts, refining future content and PR strategies based on findings.

For a comprehensive overview of detailed discussions from the conference, further insights can be explored in the full event report available here.

About LANY

LANY is committed to supporting businesses in their digital marketing endeavors, striving to make valuable information discoverable across various platforms. To learn more about their services, visit their official website. Feel free to reach out to LANY’s PR and Marketing team via email for inquiries.