Buyers are increasingly researching through AI assistants rather than search engines, and that shift is upending how brands get discovered and how content earns attention. This panel unpacks what actually changes when the buyer's first stop is an AI assistant instead of Google. Panellists also tackle the harder question underneath it: with organic traffic falling in many categories, where does pipeline come from now, and how do you measure demand that no longer shows up in traditional analytics? Key takeaways: - What changes in discoverability when buyers ask an AI assistant instead of searching - Why organic traffic is falling, and where pipeline is coming from instead - How to measure demand that you can no longer see in the analytics