For years, the game was simple: rank on Google, get clicks, win business. But something fundamental has shifted. Shoppers are now bypassing traditional search and asking ChatGPT, Google Gemini, Perplexity, and Siri what to buy and where to buy it. These AI systems don't return a list of links. They recommend businesses, and they answer with confidence.
This session introduces Answer Engine Optimization (AEO)—the emerging discipline that determines whether your store gets named when AI answers your customer's most important questions. Ross Cockerham, CEO of Punchmark, draws on platform-wide data from hundreds of jewelry websites to show exactly how this shift is already affecting traffic and sales in the jewelry industry—and what the stores winning at AEO are doing differently.
Ross Cockerham is the CEO & Co-Founder of Punchmark, and has been involved in the jewelry industry for over 25 years, helping retailers learn to run their stores more effectively and grow their businesses. In Punchmark's early days, Ross was responsible for engineering Punchmark's... Read More →
Thursday September 17, 2026 11:00am - 12:00pm EDT Augusta A
With so many AI tools available, choosing the right one can feel overwhelming. From ChatGPT to Claude to Gemini, each platform offers different strengths—and selecting the wrong tool can lead to wasted time, poor results, or unnecessary cost.
In this session, we’ll break down the key differences between leading AI platforms and explore how they perform across common business use cases like writing, analysis, research, and workflow automation. You’ll learn a practical framework for evaluating AI tools based on your specific needs, goals, and level of technical expertise.
AI isn’t just about tools—it’s about solving real business problems.
In this interactive, workshop-style session, we’ll move beyond theory and into practical application. I’ll start by sharing a curated set of AI tools and real-world examples to spark new ways of thinking. Then, we’ll shift into a collaborative working session where participants bring their own challenges—whether it’s time-consuming admin work, workflow inefficiencies, or communication bottlenecks.
Together, we’ll crowdsource solutions, share what’s actually working, and explore how AI can be applied across different roles and businesses. You’ll gain practical ideas, discover new tools, and learn from the experiences of others in the room.
Whether you’re just getting started or already using AI, you’ll leave with actionable tips and techniques.
