Search is no longer just about rankings - it’s about how your brand is interpreted, cited, and recommended across AI-driven experiences. This session breaks down 10 commonly held assumptions around SEO, AEO/GEO, and content that no longer hold true in an AI-first discovery landscape. We’ll go beyond traditional content strategy to show why both content and content experience - how information is structured, surfaced, and consumed - are critical for visibility in AI search. Expect a clear, practical view on how to rethink your content engine so it performs across Google, AI Overviews, and LLMs where real purchase and decision-making journeys are increasingly being shaped.