AI search is transforming how customers discover, evaluate, and choose brands—shifting from keyword queries to conversational, intent-driven journeys. As LLMs become the new front door to commerce, brand visibility within these AI answers increasingly determines which brands are considered and which are ignored. In this session, we’ll demystify how AI search works, why some brands surface while others disappear, and what this shift means for marketers. Hear the latest research on how marketing science can help brands optimize their presence in AI-generated recommendations.