Buyers are using AI tools like ChatGPT, Perplexity, and Google’s AI Overviews to find and evaluate solutions. These tools influence what shows up, what gets trusted, and who buyers consider, often before a human ever visits your website. AI is already forming opinions about your brand based on what it can find, interpret, and prioritize. That affects not just visibility, but sentiment, relevance, and recommendation. In this session, Liza Adams shares how AI search is changing the buyer journey and what CMOs can do to stay visible, credible, and competitive. You’ll learn how to assess where you stand today, fix the gaps, and guide AI to understand what your brand and product are best known for. What you’ll learn: - How AI search is changing buyer behavior and decision journeys - The impact of AI search on website traffic, conversions, and brand perception - Practical ways to see how your brand shows up (or doesn’t) in AI tools - How to signal what your brand and product are best and not best for