Brief description

AI search systems such as Claude, ChatGPT, Perplexity or Gemini are fundamentally changing how customers search for insurance products, compare providers and make purchasing decisions. Decisions are increasingly being made in front of the website, not on it. In this masterclass, participants will learn what distinguishes LLM-based search systems from traditional SEO and how they prepare content in such a way that language models recognize, reference and display them as reliable answers.

The study with the ERGO Group (2025), in which over 33,000 search results and almost 900,000 data points from twelve sectors were analyzed, forms the basis for this. It is one of the most comprehensive studies on LLM searches in the German-speaking world.

Hamidreza Hosseini (CEO of ECODYNAMICS) will lead and supervise this masterclass.

Topics and focal points

• Paradigm shift: From classic SEO to Answer Engine Optimization (AEO).
• How modern AI search systems work: The 5-phase model of LLM search (recognize intention → generate response)
• Risks and compliance: hallucinations, EU AI Act, data protection and brand protection
• 20 main criteria in 4 dimensions for AI search optimization:
  • REACH (Will the AI find you?),
  • UNDERSTAND (Does the AI understand you?),
  • TRUST (Does the AI trust you?),
  • RECOMMEND (Does the AI recommend you?)
• Zero-click era and agentic user journeys: How autonomous AI agents are fundamentally changing search and buying behavior
• Practical workshop and live audit:
  • Analysis of own URLs,
  • Prompt-based visibility tests,
  • concrete 90-day timetable

Relevance and challenges addressed

The figures speak for themselves: 86 % of US Americans would trust AI when buying insurance, 54 % of German policyholders can imagine using AI for insurance questions, and 21 % have already used AI tools for this purpose. Those who do not optimize their content for AI search systems and AI agents systematically lose visibility and thus customer relevance. The question is no longer whether people will visit your website, but whether machines can use it.

Learning content and added value

Skills and knowledge

• Sound understanding of how modern AI search systems work and how they differ from traditional SEO
• Knowledge of the 20-criteria framework (4 dimensions, 20 categories) for AI search optimization
• Understanding the paradigm shift from SEO to AEO (Answer Engine Optimization)
• Overview of platform differences (Claude vs. Gemini vs. Perplexity vs. Copilot vs. Gemini etc.)
• Insight into the role of autonomous AI agents and their impact on customer journeys
• Insight into regulatory requirements (EU AI Act compact)

Tools for everyday work

• Immediately applicable best-practice checklists and tools
• A concrete 90-day roadmap for AI search optimization, based on the live audit of your own content
• Strategic outlook on the agent economy: from AI search to browser use and computer use agents
• New KPIs and success metrics: Visibility share, snippet coverage, answer attribution, agent requests

Participation benefits and unique selling points

• Empirically sound: Based on one of the most comprehensive studies on AI search in German-speaking countries (33,000+ URLs, approx. 900,000 data points, 12 industries, together with the ERGO Group)
• Industry focus on insurance: Concrete figures, examples and recommendations for action directly from the insurance market
• Practical and interactive: live audit of your own URLs, prompt-based visibility tests, 90-day roadmap to take away
• Future-oriented: Not just AI search today, but also the next phase with autonomous agents, browser use and the agent economy
• Lecturer with project experience: ECODYNAMICS has been an OpenAI Early Adopter since 2021, has trained over 1,050 companies on AI, conducted 110+ in-house masterclasses and 110+ AI keynotes, accompanied 32+ consulting projects and 16+ AI transformations. Hamidreza Hosseini is also a WHU Lecturer and works as an AI Lecturer at the FAZ KI Business Akademie and Handelsblatt Akademie

Target group:

The masterclass is aimed at Chief AI Officers, CDOs, CTOs, CIOs, CMOs, marketing, SEO, content and digital managers, editorial teams and communication professionals, product owners and IT experts. Anyone who wants to understand and actively shape how AI search systems and AI agents find, evaluate and play out content. Prerequisites: No specific technical knowledge required. Basic understanding of LLM, online marketing or SEO is helpful, but not mandatory.

If you are unsure whether the masterclass is suitable, please contact Lilli Sprung turn!

We reserve the right to restrict participation to employees from insurance companies, especially if demand is high.

Of course, it can happen that one is prevented despite interest. Therefore a request: If you have registered for one of our events but are unable to attend, please cancel as early as possible by sending an e-mail to connect@insurlab-germany. In this way, we can further optimize our planning and make it possible for interested parties to participate. Thank you for your understanding!

Film and sound recordings as well as photos will be taken at the event. By registering for the event, you agree to their subsequent use.