As answer engines reshape 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 Increasingly, models rely on sources like Reddit, LinkedIn, and Quora – where a single outdated or negative post can disproportionately influence brand perception. Retailers face new risks: AI hallucinations, reliance on outdated or paywalled information, and shrinking first-mover advantage windows.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 authoritative product and policy content, and prepare for emerging monetization models from companies like OpenAI. Learn how to ensure your brand is recommended – not misrepresented – when AI becomes the primary interface for product discovery and purchase decisions.