For B2B and B2C marketers, ecommerce teams and digital leaders that want to understand how to win visibility, build trust and influence customer decisions as AI Search reshapes Black Friday and peak-season journeys.

By late September, Black Friday and peak-season planning will be front of mind for many marketing and ecommerce teams. But customers are no longer only comparing brands through traditional Google searches or on-site product pages. Buying decisions are increasingly being shaped through AI Overviews, ChatGPT, social platforms and zero-click search, where customers can form a view of a brand long before they visit a website or add to basket.

In this practical session, Christian Goodrich will show how marketers can get ahead by understanding what AI-driven search experiences see, trust and communicate about their brand. Using Black Friday and peak-season ecommerce as the central example, he will explain how brands can improve discoverability, strengthen trust signals and make sure content, product information and messaging work together across traditional and AI-driven search.