How do brands stay visible when customers stop searching and start asking AI? That was the central question raised by Henrik Ebbesen at a breakfast meeting in Kristiansand Tuesday.
“Businesses must rethink digital visibility as AI-powered search rapidly changes how people discover information online,” said Ebbesen, Nordic AI Lead at communication company GK.
Traditional search behavior is shifting. Instead of clicking through pages of Google results, users increasingly ask ChatGPT, Copilot, Perplexity, Gemini and other AI assistants for direct answers. As a result, organic traffic from search engines is declining.
“People rely on the AI summary when searching. For businesses, the question is no longer whether customers can find you. The question is what AI says about you when they do,” said Ebbesen.
To address this challenge, Ebbesen advocates Generative Engine Optimization (GEO), focused on ensuring AI systems understand, reference and accurately represent a brand. While Search Engine Optimization (SEO) was designed to generate traffic, GEO is about generating mentions, citations and trusted recommendations inside AI-generated answers.
Ebbesen was the keynote speaker at the event hosted by GCE NODE, IT company Knowit and newspaper FVN.
According to Ebbesen, successful GEO requires organizations to manage three sources of influence: what the company says about itself, what experts and media say about it, and what customers discuss in social and community channels.
On the company side, structured content, clear statistics, expert quotes and schema markup can significantly improve AI visibility. Earned media remains equally important, as repeated mentions in trusted publications help AI models associate brands with specific topics and expertise. Community platforms such as LinkedIn, Reddit and Quora are also becoming increasingly influential as AI systems incorporate content from both professional and user-driven discussions.
Event hosts and participants (left-right): Knut Mjåland (GCE NODE), Henrik Ebbesen (GK), Alf Fredvik (NOV), and Arnt Aske (Knowit).
Ebbesen recommends a structured approach: establish baseline monitoring, build an AI search strategy, optimize digital assets, and continuously track performance.
“Succeeding in AI search is not a marketing project alone. ‘It takes a village.’ AI visibility must be treated as a strategic responsibility across the entire organization,” said Ebbesen.
A panel debate closed the meeting. Left-right: Alf Fredvik (NOV), Arnt Aske (Knowit), and Henrik Ebbesen (GK).
A new report concludes that Agder is uniquely positioned to strengthen its role in Norway’s growing defense industry. To seize the opportunity, the region must align behind a common strategy.
The report, prepared by Skagerak Consulting on behalf of Future Defense Industry South (Fremtidens Forsvarsindustri Sør) and Agder Business Alliance (Næringsalliansen i Agder) in collaboration with Kristiansand Municipality and Agder County, examines Agder’s opportunities within the defence industry. It highlights the need for clearer and more coordinated collaboration around the following priorities:
Defence industry clusters built around Kitron and Umoe Mandal, with a focus on standardized vessels and autonomous maritime systems.
A national drone testing and training arena at Evjemoen and Lista, supporting operations on land, at sea, and in the air, while laying the foundation for a future drone industry anchored in the expertise of GCE NODE and Umoe Mandal.
A National Centre for Energy Security, with Agder serving as Norway’s pilot region for resilient and secure power supply.
Production of strategic and critical minerals, developed in close cooperation with the neighboring county of Telemark.
A national platform for digital collaboration in crisis and wartime, positioning Agder as a pilot region for civil-military cooperation and the application of artificial intelligence in geospatial analysis.
Svein-Tore Kristiansen, Skagerak Consulting , presented the report.
STRONG COMPETITIVE ADVANTAGES
According to the report, Agder possesses a unique combination of industrial capabilities, energy resources, infrastructure, and expertise that provides a strong foundation for future growth in defence and preparedness.
Key strengths include:
A surplus of renewable power and a central role in Norway’s electricity system, including approximately 73 percent of the country’s international HVDC transmission capacity.
A world-class process industry producing several metals classified by the EU as critical and strategic raw materials.
Established defence suppliers such as Kitron and Umoe Mandal with proven positions in international defence markets.
Access to training areas, maritime infrastructure, and highly specialized competence environments.
The presence of national agencies such as the Norwegian Communications Authority (Nkom) and the Norwegian Mapping Authority (Kartverket), supported by strong industrial clusters and collaborative networks.
At the same time, the report highlights an important challenge.
“Agder receives limited attention in the Long-Term Plan for the Norwegian Defense Sector 2025–2036,” note report authors John Salve Sigridnes and Svein-Tore Kristiansen.
The Norwegian Minister of Defense, Tore O. Sandvik, took part in the conference.
A CALL FOR REGIONAL ALIGNMENT
The report was presented during the Agder Defense Industry Dialogue in Kristiansand Monday, where more than 200 representatives from industry, public authorities, and academia gathered to discuss the region’s role in strengthening Norway’s defense capabilities.
The report’s central recommendation is clear: if Agder is to realize its potential, stakeholders across the region must coordinate more closely, communicate a shared vision, and engage national decision-makers with a unified message.
“With Kitron and Umoe Mandal, Agder already has strong industrial stongholds within the defense sector. The opportunity now is to build on this expertise and develop new value chains, particularly in standardized vessels and autonomous maritime systems,” said Knut Mjåland, CEO of GCE NODE.
“Modern defense is as much about data and digital infrastructure as it is about platforms and equipment. In times of crisis, the armed forces, public agencies, and industry must be able to exchange information quickly and securely. With Kartverket and Nkom located in the region, coupled with a strong IT ecosystem, Agder has all the prerequisites to become Norway’s pilot region for civil-military collaboration and the use of artificial intelligence in geospatial analysis,” said Cathrine Stien, Managing Director of Digin.
“This report is part of a broader effort to unite industry clusters, business associations, LO Agder, and NHO Agder behind a common agenda. We have identified defense and preparedness as one of three strategic priorities for the region, alongside energy and transportation infrastructure. The report provides both a roadmap and a clear call to action. The opportunity is here, and the time to act is now,” said Ingrid Michalsen, CEO of the Kristiansand Chamber of Commerce.
CEO of Umoe Mandal, Tom Fidjeland (right), announced a new agreement with GOT Marine, represented by its CEO, Kjetil Kleven.
In Canada, a freezing oil engineer is searching for technology that can operate at minus 55 degrees Celsius. He doesn’t google; instead, he asks artificial intelligence. Claude’s answer: Contact Otechos in Tvedestrand, Norway.
A true story.
One that raises the big question: “How on earth?!”
AI is changing how customers find, evaluate, and choose businesses. This means that simply being visible in search engines is no longer enough; we must also be understood, cited, and selected by both humans and AI.
On 27 October, GCE NODE, Knowit, and Fædrelandsvennen invite you to a breakfast meeting that connects AI, the customer journey, and organizational strength.
The meeting features Henrik Ebbesen from Geelmuyden Kiese, one of the Nordic region’s most compelling voices on practical AI adoption and digital transformation. He explores what it actually takes to create value, rather than just increasing efficiency.
“I heard Henrik speak during Arendalsuka, and it was perhaps the best AI presentation I’ve ever heard. That’s why we’re delighted to have booked him for this breakfast meeting, so that more people in Southern Norway can hear him speak,” says Arnt Aske, Director of Strategic Business Development at Knowit.
He believes the answer to the Canada-Otechos mystery isn’t all that mysterious.
“Small technology companies can compete with larger players by making their technical proximity to the customer’s problem visible. The engineers’ strength lies not in advertising jargon, but in precision, experience, and credible choices. The optimization engines will yield more relevant answers, and that comes from the engineers,” says Aske.
“GCE NODE-companies are full of skilled engineers. Now, it is a matter of giving them the insights and tools they need to harness the opportunities offered by artificial intelligence. This will be crucial for future innovation and value creation,” says Knut Mjåland, CEO of GCE NODE.
