Generative AI is transforming how customers discover, engage with, and purchase from brands — but its economic impact is often overstated or misunderstood.

This session draws on new academic research and real-world case studies to cut through the hype and quantify the true ROI of generative AI, from advanced chatbots to conversational search assistants.

·     Exploring practical cost-benefit frameworks and organizational impacts

·     Revealing lessons learned from early adopters, with a focus on customer acquisition and conversion

·     Arming executives with an evidence-based playbook to unlock measurable value from generative AI while preparing for the AI-first search era