This session goes beyond the surface narrative of “search is changing” and focuses on what actually replaces it. We break down how large language models retrieve, rank, and synthesize information, and what that means for how brands get surfaced, remembered, and trusted.The conversation will decode: - How LLMs actually index and understand content, beyond traditional SEO signals - The mechanics of retrieval, citation, and answer construction inside AI systems - What drives visibility, recall, and trust when clicks are no longer the primary outcome - How to track and measure presence across AI-driven discovery environments - How leading teams are translating this into a repeatable demand engine tied to pipeline, not just traffic This is not a trends discussion. It is a working session on how to move from treating AI search as an external force to building systems that influence it.