In this session, Mateusz will unpack what he's learned about AI's weirdness, why it matters for brands, and how to work with it instead of against it.

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Six months ago, Mateusz ran a widely recognized experiment that revealed just how badly AI search can get a brand wrong.

In the months since, independent studies and real-world examples have reinforced the same lesson: AI search is weirder than any algorithm we marketers have optimized for in the past.

In this session, Mateusz will unpack what he's learned about that weirdness, why it matters for brands, and how to work with it instead of against it, so the story AI tells about your company is much closer to the one you'd tell yourself.