Hi, I’m Kristina.
I work at Precis where I build the teams, systems, and capabilities that allow businesses to grow sustainably as AI transforms discovery.
Technology changes quickly. People don't.
I believe that AI is not primarily a technology challenge: it is an organisational challenge.
Technology changes quickly.
People, teams and organisations change more slowly.
My work focuses on helping organisations bridge that gap by combining strategic thinking, operational excellence and human-centred leadership.
Search is becoming organisation-wide rather than channel-specific, and organisations that learn, collaborate and adapt faster than their competitors will create lasting competitive advantage.
What have I got to say about this?
I spent the last decade and a half in organic growth and search strategies, building teams that have had to adapt to all the changes we’ve faced both algorithmic, economically, organisationally, and now with AI.
And as AI began transforming discovery, I realised that AI is as much of a technological challenge as it is organisational. Technology scales instantly; human capability, leadership, and operational workflows do not.
Today, my work at the leading digital marketing agency Precis sits at the intersection of where technology meets human execution. In short, I ensure we have the right people and systems in place to deliver organic search results for our clients.
I'm on a mission...
…to help organisations navigate rapid technological shifts without losing their human core. By building the resilient teams, smart systems, and strategic capabilities needed to thrive in an AI-driven world.
Therefore, beyond running Precis SEO & AEO operations, I’m talking and writing about these things in a variety of places. My themes fall under these categories:
- AI & Search strategy: How discovery is evolving and what it means for sustainable organic growth.
- Operational excellence: Designing the systems, workflows, and team structures that turn strategy into execution.
- Human-centred leadership: Building learning cultures, scaling cross-functional teams, and managing change.
Recent talks and thoughts
I regularly contribute in a variety of places and forms of content on the topics mentioned above. This is a selection of recent work.
At the beginning of 2026 we created a data study through Precis to find out how companies in different industries are showing up in AI Overviews and how much value are being intersected by the AI answer. The full study can be found on the Precis website.
I’m a regular contributor for Search Engine Land. Here are my most recent articles:
Podcasts & webinars
I’ve recently done a couple of Precis Masterclass live webinars:
I spoke with David Bain at the start of 2026 on his Additional Insights podcast on “Translating SEO into a language of tangible business impact”, with the full video is available on Youtube or here below.
I was a guest on the podcast series for Adsy Talks, where I spoke on the topic “Why Rankings Don’t Equal Revenue” in the spring of 2026.
I had the pleasure to be part of Edge of Search webinar series recently where I spoke on the topic why we should start building visibility systems, as per one of my recent SEL articles. Big thanks to Shōnavee Simpson-Anderson who invited me!
Live events
My latest BrightonSEO talk from October 2025 was “The SEO Collaboration Effect” where I gave some concrete examples of where Collaboration was at the core of what was driving the results, including my Blueprint for successful collaboration.
Over the course of 2025 and 2026 we’ve hosted a wide range of in-person events at Precis to keep our community up to date with what’s happening in the area of search. To find out the what, when and where for the next event, check out Precis on LinkedIn.
Get in touch
If you’re a business looking for support on how to organise yourselves for AI search, or just help with strategy or execution – get in touch with the team at Precis here, or send me an email on kb@precis.com.
If you want to talk to me about AI Search, how to manage agency operations, human-centric leadership, speaker opportunities, or anything else you might be curious about, feel free to send email me on kb@precis.com or connect with me on LinkedIn.
