As AI-powered search changes how buyers discover brands, earning clicks is no longer enough. The marketers who win will build demand before a search or AI prompt ever happens. In this session, leaders from Tatari, Quo and Otter.ai discuss how to adapt your demand generation strategy for a zero-click world, identify where traditional search is losing ground, and evaluate the channels and measurement approaches that create lasting brand recall and incremental growth. You'll leave with a practical framework for building demand beyond search, supported by real data and customer examples.