Diamond Sponsor
Fri, 23rd Oct 2026
13:30-14:20
Accessible Pass
- Full Conference PASS
- One Day PASS (10/23)
BM-5 What Makes a Brand “Chosen” by AI
As AI becomes increasingly involved in search, discovery, and purchasing decisions, brands must be designed not only to be chosen by people, but also to be recommended by AI. In this session, we will explore how AI understands, evaluates, and recommends brands, and discuss a new paradigm of brand strategy centered on the question: "For which customer questions should your brand become the preferred answer?"
The discussion will also feature a live case study: What would it take for ad:tech tokyo to become the top recommendation when an AI is asked, “What marketing event should I attend in Japan this autumn?” Through an unscripted panel discussion, the speakers will examine real-world approaches to AI optimization, from structured data and FAQs to trust signals, earned media, and customer advocacy.
Attendees will leave with both practical actions they can implement immediately and a deeper understanding of a timeless truth: in the age of AI, the brands that earn human trust, attention, and enthusiasm are ultimately the brands AI is most likely to recommend.
