What happens when a customer asks and LLM which retailer to buy from — and your brand isn't mentioned? As LLMs and answer engines reshape product discovery, retailers must optimize not just for search – but for AI-generated answers. Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO) require brands to publish precise, high-volume, structured content that AI trusts and cites.

Increasingly, models rely on sources like Reddit, LinkedIn, and Quora – where a single outdated or negative post can disproportionately influence brand perception. Retailers are facing new risks: AI hallucinations, reliance on outdated or paywalled information, and shrinking first-mover advantage windows. This session explores how brands can audit AI responses, scale and syndicate authoritative product and policy content, and prepare for emerging monetization models. Learn how to ensure your brand is recommended – not misrepresented – when AI becomes the primary interface for product discovery and purchase decisions.