Arjan ter Huurne 👋 Creative Innovative Energetic Tech optimist
AI search visibility. Twenty years in search, from Google Dublin to Generative Engine Optimisation.
I help brands get understood, preferred and selected by AI. Not just indexed in Google, but represented well by LLMs and agents. Founder of PromptMarketing, a European consultancy for AI search visibility.
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NOW
Founder, PromptMarketing (founded end of 2025, launched February 2026). Engineering AI search visibility across ChatGPT, Google AI Overviews, AI Mode, Gemini, Claude, Copilot and Perplexity: Prompt Intelligence, Prompt Optimisation (GEO and AEO), Prompt Commerce and Prompt Advertising.
President of the Everywhere Network. Independent digital marketing agencies across nine countries, sharing what works in performance marketing across EMEA. See the Everywhere Network site.
Jury vice-president, Dutch Search Awards 2025. Hosted Jury Night for 125 jury members across 15 teams.
Lead, ShoppingTomorrow expert group International Marketing. Behind the 2024 and 2025 bluepapers on cross-border marketing.
SPEAKING
I speak about what changes for brands when answers replace links and synthesis replaces ranking.
Topics
Share of Model. How to measure whether ChatGPT, Gemini, Perplexity and Google AI Overviews actually name your brand, and what to do when they do not.
Relevance engineering. Why being citable is a different discipline from ranking well, and why most teams are still optimising the wrong half.
Agentic commerce. What MCP, UCP and ACP mean for product visibility once the buyer is an agent rather than a person.
LLM brand reputation. What to do when a model describes your brand from a source you do not control.
Formats
Keynote (20 to 45 minutes), half-day workshop, panel moderation, fireside chat, full-day conference chair (dagvoorzitter). On stage in Dutch and English, Spanish on request. Based in Hilversum, travelling across Europe.
Recent
- Keynote: The AI Shopper, hosted by Whello (April 2026)
- Keynote: Prompt Marketing, Google Community Circle
- Interview: AI-opener, AI.AM Amsterdam, on how chatbots represent brands (2026)
- Press: BrandingMag on the shift from link authority to presence in category conversations (June 2026)
Stages
SMX Munich (2023), "Google's Search Index of the Real World". DMWF Europe, RAI Amsterdam (2019), "Success in omni-channel marketing", named one of the conference's three best talks in an independent recap. eRetail Europe. Emerce eDay, Emerce Fashion, Emerce Performance, Emerce B2B Digital. Digital Marketing Live. WebWinkel Vakdagen. Shopping Today. NIMA Marketing Day. Online Tuesday. RetailTrends Live. Catch The Shopper. Google Analytics User Conference. Search 14. Limburgs Toerisme Congres. Retail & Brands Festival, where the omnichannel case I presented won its category. TikTok Connect (2023), the first TikTok agency event in the Netherlands. Sponsorreport Jaarcongres, Rotterdam Ahoy (2021). IAB Nederland (2020).
Media
Emerce "Up to date over Digital Marketing" (2024). Emerce TV with Billy Grace (2025). Marketing Report TV (2024). DAE Talks: Agency Insights (2025). AM Talks (2024). Bakkie Media, "Degrowth Hacking". Guest lecturer at Dutch universities and hogescholen.
BEFORE
Twenty years in search. I started at Google's EMEA headquarters in Dublin in 2006, building around 150 new AdWords accounts in the Jumpstart programme, then spent three years in the Benelux agency team educating agencies on search, display and YouTube.
From 2011: fifteen years at Maxlead and AbovoMaxlead, ten of them on the management team, running innovation, services development and strategy. Board roles included Chief Growth Officer and Director Strategy & Partnerships.
And before any of it, a student venture in Maastricht: I co-founded Connect-it telecom, where a team of six students outsold four physical stores combined. PromptMarketing is not my first company, it is a return.
OFF THE CLOCK
Helping people makes my heart beat faster, especially with creative ideas, big insights and practical findings. I take pride in my languages: Dutch, English, business-level Spanish, and enough German and French to hold my own. Proud father of three. Outside work: endurance runs, rides and 7-a-side football.