Building an AI Fluent Team: A Candid Talk with Wil Reynolds

When: Wednesday 17th December • 5 pm GMT / 12 pm ET / 9 am PT

Search and digital marketing are changing faster than most teams can process.

The playbooks built on clean data, clear attribution, and stable SERPs are breaking.

In this live session, Seer founder and CEO Wil Reynolds joins Will Critchlow to talk about what he is seeing across hundreds of clients and why AI is forcing agencies and in-house teams to rethink how they work.

They will dig into how Wil uses tools like Claude, data panels, and internal AI experiments to build real products, change client work, and keep a 200+ person agency moving in a time that feels both exhilarating and exhausting.

You will hear how Wil thinks about incomplete data, new search behaviour inside LLM prompts, and the mindsets that help teams stay employable and effective when the ground keeps moving under their feet.

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How to read AI era data without fooling yourself

See how Seer aggregates data across clients, spots industry-level differences, and avoids sweeping claims like "ChatGPT traffic is down" when the truth is more nuanced. Learn practical ways to look at your own data before you panic or pivot.

Turning AI from a headline into everyday workflows

Hear how Wil uses tools like Claude Code, Wispr, and custom flows to build scrapers, content systems, and research helpers without being a classic "technical SEO". Get ideas you can steal to ship small AI projects that solve real problems.

What AI adoption looks like inside a modern agency

Go inside Seer's "grab-and-go" board, where team members pitch AI ideas, get them approved, and build them. See how 30 plus people in one month created AI solutions that save time, create better content, and make clients excited instead of nervous.

Mindset and leadership in an exhilarating and exhausting time

Learn how Wil talks to his team about having a "second job" learning AI, why he prefers to feel behind, and how he balances honesty, job security, and personal growth. Take away language you can use with your own team or leadership.

Who Should Attend?

SVP Digital & Ecommerce
VP of Marketing / Global Head of Marketing
Head of SEO
Director of Ecommerce, Director of Digital Marketing
Head of Product
Anyone responsible for ambitious SEO targets who needs a practical, proven framework

Who's Wil Reynolds?

Wil Reynolds leads Seer Interactive, a digital agency he founded in 2002 after his boss would not let him volunteer on his lunch break. He set out to build a company that wins for clients and for the community.

Wil is one of the most in-demand speakers in SEO and digital marketing, giving 10 to 20 talks a year around the world. A former teacher with a talent for breaking down complex ideas, he has a long track record of spotting important shifts early and turning them into practical guidance for teams.

Outside of client work, Wil is an active volunteer and donor, putting time and resources into local communities and encouraging others in the industry to build careers that are not only successful, but useful.

Who's Will Critchlow?

Will Critchlow is the CEO and co-founder of SearchPilot, the SEO experimentation platform that helps enterprise websites, specifically large ecommerce, take search out of React Mode and put it into Control Mode.

After 15 years running Distilled, an agency he built into a global search powerhouse, Will founded SearchPilot out in 2020 to give marketing and engineering teams a way to run statistically-rigorous SEO A/B tests across thousands of pages and see uplift in weeks.

Today, the platform powers rapid-fire testing for $100M+ ecommerce, marketplace, and travel brands, preparing them for the next trillion searches. Will’s data-driven approach has helped hundreds of companies turn their biggest, least-understood channel into a controllable performance engine with provable ROI.