Nikola Minkov was a speaker at a training session for communications directors at KBC Group
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The founder of Serpact shared insights on AI search optimization and addressed leaders from five European markets.
On April 21, 2026, in Sofia, Nikola Minkov, founder and CEO of Serpact, was invited as a speaker at a specialized training session for the communications directors of the KBC Group from Belgium, Bulgaria, Slovakia, Hungary, and the Czech Republic.
KBC Group is a leading Belgian banking and insurance group. It serves nearly 12 million customers and has over 41,000 employees. In Bulgaria, the group is represented by UBB (United Bulgarian Bank), DZI General Insurance, DZI Life Insurance, UBB Interlease, UBB Pension Insurance, UBB Asset Management, UBB Factoring, UBB Insurance Broker, and KBC Branch Bulgaria. The training session that Nikola Minkov participated in focused on changes in digital visibility and the role of artificial intelligence in corporate communications.
From the “link economy” to the “answer economy”
Participants learned how to optimize content for ChatGPT, Gemini, and Google AI Overview, how to identify generic AI content with no value, how to “interpret” AI branding signals and algorithmic authority, and so on.
“Artificial intelligence is changing our role, but its true power lies in connecting people and bringing them together,” Minkov shared. According to him, AI tools complement traditional search, expanding the user base. In his presentation, he cited data from Datos. “To be cited, content must not only be discoverable but also be the most authoritative source on the topic. We are currently witnessing a transition from a link-based economy to an answer-based economy,” Minkov explained. “Search is no longer a monopoly; it is an ecosystem.”
SEO is the bridge to consumers
“AI isn’t reshaping the market the way we all expected,” he stated emphatically. According to him, high-authority, expert content is the bridge that brands must cross to reach consumers.
The training was part of the KBC Group’s program for the digital transformation of communications teams. It took place at the UBB Millennium Center in Sofia.
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