With AI Overviews, Google AI Mode, and AI-native search engines like ChatGPT, Perplexity, and Gemini reshaping how people discover information, organic search is entering a new era. In this talk, Felipe Bazon explains how Entity Optimization, Topical Authority, and Information Gain have become essential techniques for brands looking to strengthen their presence across both traditional and generative search ecosystems — and ultimately succeed in the age of AI-driven discovery.