AI answers, marketplaces, and traditional search results now compete for the same moment of discovery. More shoppers are finding what they need without ever clicking through, and the old rules for splitting budget between paid and organic no longer hold. In this keynote panel, a mix of marketing and eCommerce executives will share how they're rethinking where search dollars go, how to measure discovery that happens off-site, and how to get paid and organic teams working toward the same goals.