As AI agents start doing the searching, comparing, and buying for us, they lean on reviews to decide what to surface and recommend.

That makes review authenticity matter far more than it did when humans were the ones reading them.

In this talk, Michael explains how fake and manipulated reviews work their way into the data agents trust, what that does to the businesses and buyers on the receiving end, and why authenticity is becoming the foundation of how agentic search actually works.

He'll show what's happening in the review ecosystem right now and what marketers need to do about it before the agents make the call for them.