Grand One AI Day 2025 speaker
Lari Eteläniemi
Head of AI, Senior Consultant and Partner, Hopkins
Lari has more than 15 years of experience in digital marketing. He combines a technical foundation with business experience from growth companies and specialises in search engine optimisation, conversion optimisation and AI-driven marketing solutions.
At Hopkins, Lari was Head of AI, Senior Consultant and Partner. His work had supported organisations including Silo AI, Nordea, Fortum, Sanoma, Polar, Veikkaus, S Group, MTV3 and Lumene.
From SEO to AI findability
Lari examined the shift from traditional search rankings towards conversational AI systems that answer questions and cite sources directly.
- Essential ranking factors in AI discovery.
- How AI-generated summaries change user behaviour and measurement.
- Optimisation across informational, transactional, ecommerce and lead-generation searches.
- The role of citations and the future of websites.