The news around AI and Search is filled with hype. ChatGPT will kill Google. Autonomous shopping agents are everywhere. Automation has eliminated control. None of this reflects what's actually happening in paid search in 2026. This executive session delivers the clarity leaders need to make smart strategic decisions right now.

Leading e-commerce brands are optimizing for AI-powered discovery today while preparing for agentic commerce as it matures. Google still commands +90% of search traffic and has made its AI strategy clear: Performance Max, Demand Gen, and AI Max for Search represent the next generation of paid search. These aren't theoretical; they're live ad platforms driving results today.

While the market chases shiny objects, top performers are leveraging Google's new control capabilities that most advertisers don't even know exist. You'll leave this session with a clear, actionable framework for what's actually coming next in paid search. Plus, you'll learn how:

• Google maintains dominance over transactional searches and why Google’s Power Pack (PMax, Demand Gen, AI Max) is where your budget belong.
• To use Google's hidden control tools to train the algorithm with your profit margins, inventory, and fulfillment costs.
• To build the winning combination for profitable paid search: unified data infrastructure, reconfigured team capabilities, and enabling technology.

This session is for executives who want straight answers: what's real in AI-powered search, what's distraction, and where to invest for actual results.