A major segment of digital audiences, particularly younger users, is now using video and social platforms instead of traditional search engines to discover information and products.

It's a migration of trust: data shows consumers are 1.2 times more likely to trust a creator than a direct message from a brand.

And Google is now pulling video material directly into its AI Overviews as a core information source. This shift presents a core challenge to established digital spend.

This session provides media professionals with clear, actionable advice to navigate this massive shift:

- Grasp the new user journey from inspiration to purchase across the web

- Understand where to reallocate spend to reach high-intent audiences

- Learn why your priority must shift to offering a point of view that is worth finding in a creator-led world