Search is no longer just a box on your website. Google's AI, Gemini, and conversational agents are now querying your catalog directly from surfaces your customers never leave. To be visible in this new landscape, your product data needs conversational attributes: structured Q&A, intent-mapped variants, and metadata enriched for the way real buyers actually search, not the way your catalog was organized.

This session shows how agentic AI is changing what "search optimization" means for B2B commerce. Autonomous agents monitor actual user search journeys, learn refinement patterns across millions of queries, and dynamically enrich your product data with the conversational attributes that Google, AI assistants, and your own site search now require. When 89 out of 100 people searching "cable" actually want "Cisco patch cable," the system learns that and acts on it, without waiting for a human to notice.

Seth Earley and Sanjay Mehta draw on decades of information architecture, product data, and ecommerce work with manufacturers and distributors (including engagements that delivered 15% conversion improvements and $150M in net new revenue) to explain why the integration of deep methodology with AI-powered automation is what separates organizations that scale search intelligence from those still running quarterly reindex projects.