Much of the investment in AI is concentrated at the top of the funnel: discovery, acquisition, and positioning in generative search engines. This is the most fiercely contested territory and also one of the most difficult to measure and attribute. Meanwhile, average order value, product mix, and promotions continue to operate, in many cases, according to fixed rules defined years ago. In this session, I’ll explain why AI can generate faster, more attributable results that are closer to the margin when applied to an order we’ve already secured, which decisions should be optimized first, and how to distinguish a real improvement from an effect caused by the measurement itself.