Product research is moving off the search bar and into AI assistants. When the machine builds the shortlist, visibility is a data and content problem, not an ad problem. Brand-side is still figuring out the playbook in real time. This panel puts several operators in a room to compare notes on what they are actually doing: how they audit their presence across the major assistants, which fixes moved the needle, which ones felt productive but changed nothing, and where they are willing to bet budget vs. wait it out. About six in ten shoppers say they expect to use AI to shop but only three in ten will let it check out, so discovery is the battleground, not the register. 

• How real brands are auditing their presence across the major AI assistants, and where the reads disagree 
• The content, review, and structured-data fixes actually moving AI recommendations today vs. the ones brands abandoned 
• What each panelist is betting on for the next twelve months, and what they are waiting to see