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, Semrush's Skyler Rudolfsky 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, Skyler 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.

Everyone's optimizing to appear in LLMs, but what happens after the mention?

Using proprietary Similarweb data, Baruch Toledano explores the downstream impact of AI search across organic and paid AI placements, showing how visibility translates into branded search, traffic, engagement and conversions and which metrics actually matter to your bottom line.