Large language models are now shaping how people discover, evaluate, and choose brands, influencing everything from early research to final purchase. But as visibility shifts into AI-generated answers, many brands are losing control of how they show up, how they’re perceived, and how performance is measured.
Join Jaywing and Semrush for a practical, inside look at where LLMs fit in today’s digital journeys and how to make sure your brand is part of the answer.
In this session, we’ll explore how AI is reshaping the path to purchase, what it takes to optimise for this new layer of visibility, and how to connect AI engagement back to real business impact.
What you’ll learn:
- Where LLMs influence the customer journey , from discovery through to conversion
- How AI-generated answers are changing brand perception before a click happens
- What “optimising for AI” actually means, from authority to content structure
- How to measure performance when clicks are reduced and journeys are fragmented
- Practical ways to attribute AI visibility to traffic, conversions, and revenue
This event is aimed at:
- SEO and search leaders adapting to AI disruption
- Digital and performance marketers under pressure to prove ROI
- Brand and content teams responsible for visibility and perception
- Anyone looking to stay competitive as search evolves beyond the SERP
