Somesh Dwivedi

As LLMs become central to how consumers discover and evaluate products, brands must understand how these systems source, rank and surface information – and how to shape their inputs to influence outputs. This session explores how to optimise visibility across LLM-friendly ecosystems and tools like Amazon’s Rufus using structured data, semantic cues and authoritative references. Learn how to align with retailers and syndication partners to ensure your digital assets are compliant, consistent and ready for generative AI. With SEO evolving into Generative Engine Optimisation (GEO), the risk is clear: if consumers shop through agentic AI and conversational interfaces, traditional ecommerce journeys could be bypassed entirely. Find out how to stay discoverable and relevant as AI becomes the gateway to online commerce.