Nacht­kul­tur Lab: Club­kul­tur im Wandel

Instead of researching information themselves, more and more people are relying on AI-generated answers from Google or turning directly to AI tools such as Claude and ChatGPT. The result: website traffic is declining, while the actual search for information is increasingly taking place invisibly within AI-generated answers.

What does this mean for event organisers and club operators? Visibility is no longer determined solely by Google, but increasingly by the answers provided by AI systems. Traditional SEO is no longer enough. Increasingly, what is needed is GEO: Generative Engine Optimization.

Gianna Cherchi (Communications & PR, Clubkombinat Hamburg e.V.) has developed a practical guide on the topic and will present its key practices as part of Nachtkultur Lab. A concise, hands-on introduction to how clubs and event venues can continue to be discovered in the next generation of search.