The rise of AI assistants, chat-based search, and generative results is rewriting the playbook for how people discover, evaluate, and choose products. Buyers are no longer typing queries into search boxes — they’re conversing with AI copilots that filter, synthesize, and recommend on their behalf. This shift fundamentally changes the pathways of influence: traditional SEO, paid search, and content strategies designed for visibility in a browser are losing ground to systems that curate results conversationally. In this keynote, Janina explores how these AI-driven environments are compressing the buyer journey and redrawing the map of brand visibility. She unpacks what it means when discovery happens inside assistants rather than on search engines — and how marketers must adapt messaging, data strategy, and creative execution to remain visible in these new decision interfaces. Whether in B2B or B2C, the implications are profound: go-to-market strategies must now account for buyers who research solutions through AI, not around it. This session offers a strategic lens on reprogramming reach — helping brands evolve from optimizing for algorithms to designing for AI-powered conversations.