AI search is changing how people discover brands, and who controls the story. In this session, marketing, PR and comms leaders from Meltwater, Unilever, Snap, and Eight&Four discuss what it takes to show up, and be represented accurately, in AI-generated answers. You’ll learn how to: Think beyond presence: Use the IAB’s “four P’s” framework (presence, prominence, portrayal and performance) to measure whether your brand appears in AI answers, whether it’s accurate, and whether it drives action. Build a mix, not a silo: Earned media still drives many AI citations, but social is rising fast. Stay consistent with your narrative and flexible on channels. Anchor on “must-win” attributes: Define what you want to own in every market and carry it through product pages, brand sites and creator content. Protect accuracy: Once AI picks up a piece of content, it can resurface at any time, so factual accuracy in earned coverage matters more than ever. Measure carefully: There’s no standard for