The way buyers discover brands has fundamentally shifted. Ten years ago, search was the starting line. Now buyers start on TikTok, ask ChatGPT, and check Reddit before your homepage ever loads. In this session, HubSpot's Director of Product Beeri Amiel breaks down what the shift from search-led to AI- and social-led discovery means for your awareness strategy — and shows you how to adapt: from identifying where your buyers actually spend time, to designing channel-specific content that resonates, to activating your story across TikTok, Reddit, and AI search from a single customer platform.

Your buyers are starting their research in ChatGPT, Gemini, and Perplexity — and most brands have no plan for how to show up there. This session gives you one. HubSpot's Beeri Amiel breaks down the three levers that drive AI visibility: on-site content, social presence, and PR and third-party authority. AEO expert Bradley Sanders covers what answer engines actually cite and how to fix your content strategy to earn those citations. Then hear from a real customer who went from invisible to #1 in their category. Leave with a 30-day checklist you can act on immediately.