Conversational search with Google: New paths to drive conversion
During this 60 minutes session, discover how generative AI and conversational search are reshaping the journey from inquiry to purchase. With Google, we’ll explore how conversational search is creating new opportunities for brands to capture intent, influence choices and drive conversion.
Introduction
Today’s consumer journey is more dynamic and empowered than ever before. Generative AI and large language models are fundamentally collapsing the path from initial inquiry to final purchase, allowing consumers to move faster from exploration to decision and transaction.
During this 60-minute session, Myriam Schachtel from Google will explore how search is evolving from a traditional index of blue links into an intelligent, conversational decision and transaction engine. We’ll look at emerging experiences such as AI Overviews, natural-language reasoning, multimodal search with Google Lens and agentic search assistants, and how they enable consumers to express complex needs, compare options in real time and move closer to purchase within the search experience itself.
The session will also examine how brands can become part of these new generative discovery journeys by combining structured product feeds, real-time inventory data and AI-powered advertising solutions such as Performance Max. You’ll discover how an AI-first search ecosystem can help brands create, capture and convert demand by delivering more relevant and frictionless experiences at the exact moment of decision.
Language
The session is conducted in English and the slides of the presentation are in English as well.
Schedule
On Friday 27 November:
12:00 - 12:45
Myriam Schachtel Industry Manager at Google
60 minutes session
12:45 - 13:00
Q&A
Speakers
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Myriam Schachtel
Myriam Schachtel is a seasoned leader at Google for 10 years, focusing on strategic growth and digital transformation for top-tier Technology advertisers. She manages VIP partnerships, delivering consulting services that help major businesses build strong brands and achieve long-term success with...
Register
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Prices
Participation is exclusive to UBA members.
- UBA Member | Brand member: Participation is included in the UBA membership.
- UBA Member | Expert member: Participation is included in the UBA membership.
- UBA Member I Media member: Participation is included in the UBA membership.
This session will be held online via Teams and will not be recorded. Register to participate, and you will receive further instructions by email.
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