How people discover and buy is set to change. Again.
Where search once primarily lived on Google, it now spans social media and AI platforms like ChatGPT and Google AI Overviews, where brands are surfaced – or ignored – before a click ever happens.
AI engines form opinions about brands using thousands of unbranded sources, leaving marketers with little control over how their products, credibility and value are described. As referral traffic falls and last-click attribution loses relevance, marketers face a pressing question: how can they increase their brand’s visibility inside AI-generated answers?
Clarity is needed, and fast, with OpenAI and other LLMs preparing to launch paid shoppable ads imminently. With no ability to simply buy visibility, brands must already be seen by AI as credible, relevant answers to compete.
This Campaign webinar, produced in partnership with Greenpark Digital, brings industry leaders together to explore the best techniques to win AI visibility so that marketers can prepare for the next evolution of discovery and commerce.
We cover:
- How AI search is reshaping brand discovery, and why earned and structured content now drives visibility
- What marketers can do now to influence how AI describes, cites and recommends their brand
- What’s coming next, from declining referral traffic to AI-native advertising and e-commerce
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Chris Pearce has led a distinguished career in digital transformation and customer engagement heading up renowned digital agencies including MRM Worldwide (UK) Ltd, part of McCann Worldgroup, TMW Unlimited and now omnichannel search and social specialist agency Greenpark. He has worked with a stellar portfolio of clients including JP Morgan, Sainsbury's, Microsoft, Unilever and Campari Group. Chris sits on the DMA’s Customer Engagement Committee and DMA AI task force, helping to shape the future of ethical use of AI for marketers.
Sam heads up the Omnichannel Search and Insights department at Greenpark. He brings over a decade of experience in holistic search with particular expertise in AI/LLMs, social, marketplace and traditional search. His career spans sectors including FMGC, B2C e-commerce and B2B finance, with notable clients Unilever, Nestle, ASDA, Uniqlo, JP Morgan and Santander, having previously co-led the SEO proposition at Dentsu.
Firdaous EL Honsali is the Chief Marketing Officer for Noli, an AI powered Beauty Marketplace designed to match the consumers with only the beauty products they need. Backed by the L’Oréal Group, the platform gives users personalised recommendations for skincare and haircare after asking them to interact with its AI advisor or use its face scanning technology.
To fuel growth, she is on a journey of building a strong brand with a true reason to exist, bringing clarity in a category where the sheer volume of new products, claims, experts & advice on social, sometimes even contradictory, is driving confusion in consumers minds.
Firdaous is a Brand Leader with 22 years’ experience in Marketing and Communications who worked in major global Beauty and Personal Care companies, Unilever, The Body Shop and L’Oreal. She is the former Vice President of Dove Masterbrand Global and North America where she worked almost 10 years until a few months ago.
Firdaous’ passion and dedication to purpose-driven brands is evident in her work. Her leadership has contributed to the success of award-winning campaigns on Dove from “Courage is Beautiful” and “Reverse Selfie,” to transformative projects for representation and diversity such as ‘Project Show Us’ and initiated campaigns challenging harmful social media trends to girls like #TheFaceOfTen. In 2023, she led the Cannes Lions Grand Prix-winning “#TurnYourBack.”, a social first campaign tackling digital distortion. And in 2024, she launched the 20 years anniversary campaign for Campaign For Real Beauty, challenging representation in AI through ‘The Code’.
Firdaous, believes in the investment across the full media funnel and particularly on brand equity, to build brands that stand the test of time while staying highly relevant to the consumer in the moment.
Beyond that, Firdaous is a Moroccan-French who lives in London with her husband and 8-year-old triplets.