Ranking on AI search & the paid ads boom in LLMs | Alex Melen

As AI-powered search engines and LLMs reshape how consumers discover products, the old SEO and paid media playbooks are becoming obsolete. Brands that fail to adapt risk losing visibility, traffic, and market share to competitors who understand how to influence AI-driven results.

In this forward-looking session, Alex will break down the fast-emerging rules for ranking in AI search, where answers replace lists, and context outranks keywords. We’ll also explore the new era of advertising inside LLM environments, from sponsored responses to conversational commerce.

Key takeaways:

• How AI search rankings differ from traditional SEO and what it takes to win visibility
• The role of structured data, brand authority, and content trust signals in AI-driven results
• What “paid ads” in LLMs will look like and how to prepare your budget and strategy
• How to future-proof your marketing for the AI search economy