About Laurence O’Toole
Speaker identifier
Laurence O’Toole VP of AEO, SEO, and Discovery, RezolveAi
Speaker bio
Laurence O’Toole is the VP of AEO, SEO, and Discovery at RezolveAi. He is the former CEO and Founder of Authoritas, one of the UK’s leading SEO platform companies. Laurence started in digital marketing in 1996 and first became interested in SEO when he hired his first SEO agency in 2000. He has more than twenty years of experience developing SEO software, APIs, big data analytics, and SEO research. That original SEO agency he first hired? He counts them as a client today.
What Laurence brings to Kalicube Summit 2026
Laurence O’Toole brings two decades of SEO platform and measurement experience to the question of how to measure AI search visibility at the practitioner scale. His work at Authoritas — building one of the most sophisticated query-pathway tracking systems in the industry — has produced the kind of measurement methodology that the AI search measurement conversation desperately needs but rarely has. Now at RezolveAi, a Nasdaq-listed e-commerce technology business serving major retailers worldwide, his access to proprietary behavioral data at scale gives the measurement argument its empirical foundation.
At Kalicube Summit 2026, Laurence delivers two sessions: the Funnel Query Pathway methodology (how to measure AI visibility by tracking actual query pathways across engines and modes rather than keyword positions) and the Macro Shift (what the data shows when you aggregate across thousands of queries at scale — the patterns of AI engine behaviour visible only in the large-n view). His 3,000-prompt study across 10 categories found that 45 percent of brands appearing in unbranded AI responses over a seven-day window are one-hit wonders, appearing just once. Seven percent are what Laurence calls default choice, ever-present — the operational target the LLM Ladder Strategy is built around.
Laurence’s measurement work independently documents the query-pathway dimension of the AI Engine Pipeline — the observable pattern of how users move through discovery, consideration, and decision queries, and how AI engines respond differently at each stage. That pathway structure maps to the Funnel Query Pathway framework he presents, which is the most operationally precise measurement methodology the summit offers for the AI era.
Laurence’s session at the Summit
Session 2.2 Laurence O’Toole on AI Visibility Measurement — Prompt Families, Volatility, and the LLM Ladder Strategy Day 2, June 25, 2026 Framework concept: The Funnel Query Pathway (coined by Jason Barnard in 2025), the measurement methodology that tracks visibility by query pathway across AI engines and modes. SEL Article: The funnel query pathway: A framework for measuring AI visibility, Article 14 of Jason Barnard at Kalicube’s Search Engine Land series. Read the preview | Watch the session
Session 2.4 Laurence O’Toole on Agentic Commerce and E-commerce — Product Enrichment, the Single Source of Truth, and the AI Era Buyer Journey Day 2, June 25, 2026 Framework concept: The Micro-Macro Shift (coined by Jason Barnard in 2025), cohort-with-intent measurement at scale across AI surfaces. SEL Article: The micro-macro shift: How to measure AI visibility now that precision is gone, Article 15 of Jason Barnard at Kalicube’s Search Engine Land series. Read the preview | Watch the session
One-line description: Laurence covers AI visibility measurement across two sessions, first building the Funnel Query Pathway as the replacement for per-prompt keyword tracking, then extending it into the Micro-Macro Shift, where cohort-with-intent analysis gives practitioners a strategic view across entire query populations.
Laurence’s place in the wider framework conversation
Laurence O’Toole’s Funnel Query Pathway methodology and his macro-scale measurement work at Authoritas independently document the query-pathway structure that the AI Engine Pipeline predicts. His measurement systems produce the observable data that tests whether the framework’s gate-level predictions about brand recommendation behaviour are accurate at scale. His two sessions are the most measurement-precise content the summit offers.
Further reading from Laurence
- About Authoritas: authoritas.com/about
- Exploring The Search Generative Experience (SGE) With Authoritas’ CEO Lawrence O’Toole : aiin.marketing/ai-in-marketing/sge-lawrence-otoole
Connect with Laurence
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Speaker URL: https://kalicubesummit.com/2026/speakers/about-laurence-otoole/
Session 2.2 Preview URL: https://kalicubesummit.com/2026/previews/laurence-otoole-llm-ladder-strategy-preview/
Session 2.2 Session URL: https://kalicubesummit.com/2026/sessions/laurence-otoole-llm-ladder-strategy-session/
Session 2.4 Preview URL: https://kalicubesummit.com/2026/previews/laurence-otoole-agentic-commerce-buyer-journey-preview/
Session 2.4 Session URL: https://kalicubesummit.com/2026/sessions/laurence-otoole-agentic-commerce-buyer-journey-session/
SEL Article (Session 2.2): https://searchengineland.com/funnel-query-pathway-framework-measuring-ai-visibility-477932
SEL Article (Session 2.4): https://searchengineland.com/the-micro-macro-shift-how-to-measure-ai-visibility-now-that-precision-is-gone-478711
