For years, marketers optimized for search engines. Now, AI is fundamentally changing how people discover information, evaluate solutions, and make buying decisions. As generative AI reshapes search behavior, recommendation systems, and content consumption, traditional SEO strategies and traffic models are starting to break down. The question for marketing leaders is no longer “How do we rank?” — it’s “How do we stay discoverable in an AI-mediated world?” In this session, Steve Keifer explores how AI-driven discovery is changing customer behavior, what it means for brand visibility and demand generation, and how marketing teams need to adapt their content, positioning, and digital strategies for the next era of discovery. Attendees will leave with a clearer understanding of: - How AI is changing search and discovery behavior - Why traditional SEO assumptions are becoming less reliable - What brands need to do to remain visible and differentiated - The strategic implications for content, GTM, and customer acquisition