I've worked in professional networking, content discovery, and now luxury hospitality. The technologies are different, but the principle is the same: discoverability has always been about trust. AI is changing how people find information, but it isn't changing why people choose. The brands that win will be the ones that are not only visible to AI, but genuinely valuable to humans. Attendees will learn why SEO alone is no longer enough, what AI search engines actually optimize for, and how organizations can remain relevant when answers increasingly replace clicks. More importantly, they'll gain a framework for building digital trust, authority, and relevance in a future where being recommended may matter more than being ranked.