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# Kristina Bergwall

## Sitemaps

- [XML Sitemap](https://kristinabergwall.com/sitemap.xml): Contains all public & indexable URLs for this website.

## Posts

- [Thought pieces](https://kristinabergwall.com/thought-pieces/)
- [AI search requires organisational change, not just channel optimisation](https://kristinabergwall.com/ai-search-requires-organisational-change-not-just-channel-optimisation/) - The strategic conversation around AI search has evolved rapidly over the last year. We talk endlessly about AI Overviews, Retrieval-Augmented Generation (RAG), Retrieval Engine Optimisation (REO), Answer Engine Optimisation (AEO), and LLM visibility. But behind closed doors, enterprise brands and agency leaders are facing an uncomfortable, unspoken truth: our operating models and specialised teams are

## Pages

- [I help organisations adapt to the future of search and work.](https://kristinabergwall.com/) - 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, 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
- [Contact me](https://kristinabergwall.com/contact/) - 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,
- [About me](https://kristinabergwall.com/kristina-bergwall/) - From the classroom to the future of search All I knew early on was that I wanted to help people grow into the best versions of themselves. I took a few detours to figure out what that looked like. First, I trained as a dermatologist, helping people feel comfortable in their own skin. Then, I

## Categories

- [Uncategorized](https://kristinabergwall.com/category/uncategorized/)