GEO, AI Agents, and an Award

GEO (generative engine optimization) and AI agents were terms frequently heard at this year's summit in the Volkart Building at the ZHAW School of Management and Law. GEO – the optimization of content for AI-based response systems such as ChatGPT, Gemini, Claude, or the AI overviews of search engines – is central to a company's visibility and must be taken into account. The experts were unanimous about this point.  

The topic of agent-based AI was also discussed. AI agents describe systems that not only generate content but can also plan and carry out tasks independently. According to keynote speaker Jonathan Fearns from Accenture, companies in Switzerland are already using agent-based AI, but the effect is not yet scalable. Its use is often associated with trust and cultural differences. In the USA, for example, there are already hybrid teams made up of humans and AI agents. "AI agents are given full responsibility over there, but we've not seen much of that in Switzerland so far," explains Urs Blickenstorfer from iundf Marketing Technology.  

In his keynote speech, Jonathan Fearns, responsible for MarTech partnerships at Accenture in Europe, spoke about the significance of artificial intelligence. "For many, AI is a personal advisor, a kind of partner that makes purchase recommendations, for example." Accordingly, companies should examine new technologies and use them where appropriate. In the second keynote, Daniela Meier, IT Strategy Lead at AXA Switzerland, presented a real-world example of MarTech with the myAXA app – a combination of technology, marketing, and insurance advice designed to deliver real added value to customers. 

In numerous breakout sessions, participants learned and exchanged ideas on topics such as automated text generation, AI strategies, and Microsoft Advertising. 

This year's Swiss MarTech Award went to the agency DayZero and FC Basel ClubHouse. In their pitch, they addressed the audience about their Roblox project, which FC Basel wants to use to appeal to children and young adults. On the Roblox gaming platform, FC Basel operates a virtual clubhouse and a digital fan base with a playable St. Jakob Park, mini-games, trading cards, season tickets, events, and sponsorship activations. "What makes this case special is the combination of creativity and responsibility. The ClubHouse is not a superficial brand game, but a real digital home for fans. It is a new engagement format that combines brand loyalty, community, data, sponsoring, and ongoing development," said Urs Blickenstofer in his speech praising the project. 

The next MarTech Summit will take place on 2 June 2027.