Between Google’s index and AI’s training data lies an invisible layer shaping how machines remember your brand - the Shadow Web. It’s built from leaked PDFs, transcripts, wikis, Reddit threads, and forgotten pages that large language models quietly absorb. This talk exposes how that unseen data fuels AI hallucinations and distorts brand perception - and how LLMs often fill in the blanks when they think something “should” be there. You’ll discover where your hidden data lives, how it trains models without your consent, and what you can do to reclaim control. Forget E-E-A-T - welcome to E-E-A-D: Experience, Expertise, Authoritativeness… and Data Footprint.

As AI adoption and zero-click searches accelerate, the last-click model marketers have long relied on is finally exposed for what it always was: a convenient fiction. In this session, Philip Armstrong walks through the data behind the 'searchpocalypse', including findings showing that 80% of consumer journeys contain influential AI waypoints and 71% of AI users say it actively shapes their final purchase decision. Drawing on Semrush Journey clickstream data, Philip shows how AI doesn't just add a touchpoint, it shortcuts the entire decision-making process, collapsing consideration sets in ways traditional referral tracking completely misses. Attendees will leave knowing what their attribution stack isn't seeing, how AI and search interplay, and why the full consumer journey has never mattered more.