Generative platforms, conversational interfaces and AI-powered recommendations are beginning to shape decisions that were once driven by search results, comparison tables and paid listings.
In this session, Leilah Aintaoui from VideoSmart explored how customer-facing AI is changing visibility, influence and conversion. From sponsored placements within AI platforms to optimisation for generative answers, she examined how brands can adapt their performance strategies for AI-led discovery, and what this means for content, paid media and attribution. She also considered the implications for trust and transparency when AI sits between brands and customers, and how marketers can prepare for a future where performance is driven as much by AI interpretation as user intent.