Fernando
Angulo
Senior Market Research Manager at Semrush, an Adobe company.
One of the world's most recognized voices in AI search, GEO,
and digital market intelligence.
Fernando Angulo is Senior Market Research Manager at Semrush, an Adobe company one of the company's earliest hires, joining in 2011 when it had fewer than 25 employees. Over 14 years he has built marketing teams, led global partnerships, and become one of the most recognised faces in digital marketing worldwide.
He speaks at 50+ conferences per year across 35+ countries in English, Spanish, and Russian, with a specific focus on how generative AI search treats non-English queries. His research covers zero-click economics, generative engine optimization, AI Overview citation patterns, and the structural gaps in AI search that show up first in Spanish-speaking markets. His work has been featured on CNBC and El Financiero / Bloomberg México.
Fernando holds a Master's in AI and Innovation from Microsoft (2025) and a Master's in World Economy from Saint Petersburg State University. He is an ESOMAR member and serves as a judge for the Germany E-commerce Awards and the US & UK Performance Marketing Awards.
Microsoft, 2025
Employee #~25, since 2011
US & UK Performance Marketing
Available globally
"Fernando is an exceptional leader in digital marketing. His insights into the future of e-commerce and data was very helpful for the attendees including myself. An excellent speaker, presenter, and expert in digital marketing."
"I have been working with Fernando side by side for over 6 years. Every team that Fernando is leading always performs and achieves great results. He is a true Multiplier, someone who grows talent and multiplies genius. A very strong connector and a great presenter."
Seven topics. One speaker.
All backed by Semrush’s 2026 AI Visibility Index.
Being named in an AI answer and being cited as its source are two different wins, and brands routinely earn one without the other. The structural signals that predict citation across Google AI Overviews, ChatGPT, and Gemini, drawn from Semrush's 2026 AI Visibility Index (126M prompts), and what to ship in the next 90 days.
Over 60% of Google searches now end without a click. How to monetize impressions, AI Overview citations, and brand lift when traffic is no longer the KPI, and the five metrics that replace ranking position.
A brand can lead on ChatGPT and stay invisible in Google's AI answers. Across 126M prompts the four AI engines agree on as little as 30% of which brands to name, each leaning on a different source diet (ChatGPT on Reddit, Gemini on Wikipedia, Google's surfaces on YouTube). Why one "AI strategy" can't win all four, and how to calibrate per platform.
Every vertical has a small set of sites every AI engine trusts and cites by default, NerdWallet and Investopedia in finance, G2 and Capterra in software, Healthline and Mayo Clinic in health. Win your Citation Core and AI describes you correctly everywhere. The audit, the third-party placements that move the needle, and why your own domain isn't the fastest route.
Five stages, from "we monitor AI mentions" to "AI is a primary growth channel." Where most teams actually sit, what each stage requires, and the 90-day move to the next level, anchored on the measurement gap the Index exposes (only 9% of marketers can track every metric that matters).
73% of B2B buyers already research with AI. The next layer of search optimization is for the AI agents that increasingly browse, compare, and recommend on behalf of human buyers. This session introduces the five layers of agent-readable content and the SEO discipline most teams haven’t built yet.
Winning one prompt is not the same as owning a topic. A Semrush study of 50,000 brands across 1,094 categories found that only 15.2% have a clear owner, leaving 85% open to challengers. This keynote shows how to map the five questions inside a buyer topic, build consistent mention share, and turn a narrow lead into a defensible category position.
- Digital Marketing Europe 2026 (Lisboa)
- BrightonSEO (UK & US)
- SMX Advanced / SMX Paris
- DigiMarCon (Global, 18 countries)
- MozCon
- ESOMAR Congress
- PPC Masters (Germany)
- CMO Alliance Summit
- SaScon (UK)
- Search Camp (UK)
- Booking Manager Summit
- inOrbit (Slovenia)
- Pavilion Events
- Baltic Ecommerce (Poland)
- Prestashop Day (Spain)
- Conversion Hotel
- GTM Secret Dinner Amsterdam
- SEO on the Beach
- Digital Confex
- ESOMAR Member
- Germany E-commerce Awards, Judge
- US & UK Performance Marketing Awards, Judge
- Pavilion Associate
The right speaker
for your next event.
Available for keynotes, panel moderation, workshops, and corporate training sessions. Speaks in English, Spanish, and Russian.