In this talk, Nick will surface insight's from Profounds database of hundreds of millions of prompts, billions of citations, and billions of real user conversations to share what tactics and strategies are working for brands to win AI search right now.

AI platforms like ChatGPT, Gemini, and Perplexity are rewriting how customers discover, evaluate and act on brand information, and they’re not just changing search or the discovery journey. They’re changing how marketing teams need to be structured, funded, and measured.
In this session, Yext VP of Global Solutions Engineering Sam Davis will share a new framework for “AI visibility”: what it means to show up in AI-generated answers, and why traditional ranking no longer guarantees results. He’ll share new research on what actually gets cited in AI answers (and what doesn’t), what visibility really means in a zero-click world – where AI agents skip links and act on behalf of the user. You’ll learn why siloed SEO, content, and paid strategies are falling short, and what leading brands are doing to reallocate spend, restructure teams, and rewrite the playbook for the next era of discovery.
If you're still optimising for rankings, you might already be invisible.