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The final speaker in this final paper session at the SEASON 2026 conference in Hamburg is Tereza Schambergerová. Her focus is on the impact of search engine optimisation (SEO) on AI overviews, but she begins by introducing the three key theories of political economy in the attention economy, gatekeeping as it applies to search engines, and the agenda-setting function of search engines like Google.

Her work draws on three datasets, with a focus on the Czech Republic: AI overview monitoring data from DataForSEO; search volume information from Ahrefs; and real click-through rate (CTR) data using the Google Search Console. In …

The next speaker at the SEASON 2026 conference in Hamburg is Hadeer ElMalah, whose focus is on both search engine optimisation (SEO) and generative engine optimisation (GEO). The algorithms that manage SEO on the search engine side have evolved greatly over the years, but are now further disrupted by AI-enhanced search processes. For marketers, the big question is now how to get brands cited in AI responses.

This requires a more advanced understanding of how generative AI engines choose what to cite. Very basically, retrieval-augmented generation relies on indexing documents; retrieving potentially relevant materials in response to a query; and …

We’re already in the final aber session at the SEASON 2026 conference in Hamburg, which starts with Sebastian Schultheiß, whose interest is in the impacts of search engine optimisation. SEO includes all measures a Website can take to improve its ranking in the organic search results provided by a search engine, as opposed to any paid advertising.

SEO’ed content may not actually be of better quality than the content it displaces in search results, of course – but what do we mean by quality here? We might think about intrinsic quality, referring to the inherent attributes of a document and …

The next speaker in this session at the SEASON 2026 conference in Hamburg is Ann-Sofie Klareld, whose interest is in the Swedish initiative to invest in the development of a national archives search engine. Her Arkiv project is interested in technologies for accessing archives, and their intentions. Archives are often seen as lying dormant: they are available, but not necessarily very visible or widely used. Technology is being used to remedy this and make archives more accessible.

Search engines are one such technology: they can make archives considerably more accessible, but archival search also differs from Web search, as the …

The next speaker in this session at the SEASON 2026 conference in Hamburg is my excellent colleague Ashwin Nagappa, who further highlights the challenges of doing research on search engines. Search engine research has long been considered an extension of the information retrieval disciplines, but this has been limiting: various other fields also have a stake in this, and in contrast to the situation, for instance, in social media research the research tools and data access provisions for search engine research are still a great deal more rudimentary.

Our work is in the ARC Centre of Excellence for Automated Decision-Making …

The next session at the SEASON 2026 conference in Hamburg has started with my great colleague Kateryna Kasianenko from the ARC Centre of Excellence for Automated Decision-Making and Society, who is presenting our work on exploring the impact of query variations on the results that search engines return. But how do we study such query variations systematically? How do we even determine what range of queries people might use as they search for a specific topic?

One answer to this wicked problem is via hackathons: but such hackathons tend to involve only interested participants, and people who may be …

The second day at the SEASON 2026 conference in Hamburg starts with a keynote by the fabulous Katrin Weller from GESIS, whose focus is on the European Union’s Digital Services Act and its implications for search studies. Much of this focusses on Article 40, which requires very large online platforms and search engines (VLOPs/VLOSEs) to provide data access to researchers – which is helpful, but not a perfect solution.

Very large here means over 45 million users in the EU (10% of the EU population), and some 25 platforms have been designated under the DSA by now; these include social …

And the final speakers in this session at the SEASON 2026 conference in Hamburg are Olof Sundin and Anna-Lena Godhe, whose interest is in the impact of generative AI on information-seeking and learning in Swedish schools. This is based on a series of focus groups with school teachers and librarians on how they experience the impact of generative AI on their own practices, with nine such focus groups already completed.

Searching for and evaluating information sources has played a crucial role in Swedish curricula for many decades; learning through projects has been a typical education style here, and this usually …

The next speakers at the SEASON 2026 conference in Hamburg are Joachim Griesbaum, Karen Malin Krüger, and Anna Mierzecka, whose interest is in information-literate human behaviour in AI interactions. Information literacy is defined as an individual’s ability to deal with information effectively and ethically; AI makes such engagement easier, but also partially takes over the process of selecting, evaluating, and presenting information – assessing the quality of that information, however, becomes a great deal more complicated.

By now, several AI literacy frameworks have already been proposed; how these relate to the core elements of information literacy is still poorly understood …

The post-lunch session at the SEASON 2026 conference in Hamburg starts with a paper by Thao Laavunen, who begins by noting the changing information sourcing practices from traditional business information sources via search engines to new digital and AI-enhanced sources today. This provides immediate access to substantial information quantities, new opportunities to identify markets and solve problems, and greater decision-making independence in business.

But greater access to information isn’t equal to better decision-making: the evaluation of the quality and relevance of sources is still critical, of course, and information overload, credibility uncertainties, algorithmic and commercial shaping of information provision, and …