EvolveDigital 2026 Session Examines AI Search Impact on Brand Visibility

A session at EvolveDigital Toronto 2026 examined how AI-driven search is affecting brand visibility and content discovery. The talk, titled “Achieving brand visibility in the era of AI-search,” was delivered by Justin Cook, President at 9thCO, and focused on changes in how users interact with search systems.

The session described a shift from link-based search results to systems that generate synthesised answers. Instead of directing users to multiple websites, AI tools increasingly process complex queries and return structured responses, reducing reliance on traditional click-through journeys.

Cook explained that large language models do not index the web in real time but rely on retrieval mechanisms that query search APIs, extract relevant content, and synthesise responses. This changes optimisation priorities, as visibility depends on whether content can be accessed, interpreted, and reused by these systems rather than simply ranked.

The session also addressed assumptions around “LLM optimisation,” emphasising that established SEO tactics designed to influence rankings may not apply directly in AI-driven environments. Instead, the focus shifts to technical accessibility, structured content, and clarity to ensure information can be retrieved and incorporated into generated answers.

The discussion highlighted the importance of producing content that can be referenced within AI-generated outputs, including clear structure, factual accuracy, and alignment with user intent. The session formed part of the EvolveDigital Toronto 2026 programme held on 6 March 2026, organised by Evolving Web with support from sponsors including Pantheon and 9thCO.