In the age of AI-driven search, the answers we see are increasingly powered by human intelligence — the conversations, reviews, and posts we share online. This session explores the paradox of artificial intelligence built on user-generated content (UGC) and what that means for brands, platforms, and trust. Experts will discuss how AI is reshaping influence and discoverability: if “AI kills the click,” what becomes the new metric of success? We’ll examine which brands are winning on Reddit and in AI search, how user trust is shifting, and who stands to win—or lose—as the AI ecosystem continuously evolves.