Search is no longer just a page of links to scroll. Increasingly, it's a single answer chosen by an AI agent, and the brands that understand how that choice gets made are the ones that end up recommended. With AI agents now completing purchases inside closed ecosystems, without a human ever visiting a product page, brands that aren't built for machine-readable decision-making risk being absent from those workflows.

So what decides whether yours gets mentioned?

In this session, Jean Dejsuvan, Organic Performance Director at MG OMD, covers:

- Why LLMs don't behave like traditional search engines, and why "AI ranking" is the wrong mental model

- What actually makes a brand visible and citable to them, from structured data to consistency across the sources models read

- The common mistakes quietly draining brands' time and budget

If you own SEO, content or digital strategy, you'll leave knowing exactly where to focus before your competitors catch on.