As AI reshapes how buyers search, learn and make decisions, Category Entry Points (CEPs) have never mattered more. In this session, LinkedIn’s Jennifer Shaw-Sweet explores how product marketers can optimise their brand, messaging and GTM strategy for an AI-driven world — where Large Language Models increasingly influence awareness, recommendations and recall. Drawing on new B2B Institute research, Jennifer reveals how to identify the right CEPs, build mental availability, and ensure your brand is discoverable by both humans and algorithms. Expect practical frameworks, examples and clear guidance you can apply immediately to your product marketing strategy.