What happens to your brand when AI becomes part of how people discover and evaluate it? Swan Sit, former Nike and Estée Lauder executive, explores how large language models are changing brand discovery and the role trust plays in what AI surfaces. Learn what the rise of AI discovery means for brands competing for attention and relevance. Learn more about Agentforce: https://www.salesforce.com/agentforce/ Check out our guide on artificial intelligence (AI): https://www.salesforce.com/artificial-intelligence/what-is-ai/ Learn how large language models (LLMs) work: https://www.salesforce.com/artificial-intelligence/what-are-large-language-models/ Timestamps: 0:00 The changing nature of brand 1:00 AI as the new brand gatekeeper 2:34 Consumer adoption of AI 3:52 Archetypes of brand perception 6:43 Navigating the AI ecosystem 10:05 Building brand distinction 13:28 Consistency at scale 15:08 Practical steps for Monday 16:56 Organizational transformation _______ This video comes to you from Dreamforce 2026, the conference that helps you unlock unprecedented success with the power of trusted AI Agents, real-time data, and CRM. This is where you become an Agentic Enterprise. Watch Marc Benioff's opening keynote here: https://youtu.be/wYFt9NCYaVI Watch all of our content from Dreamforce 2026 here: https://www.salesforce.com/plus/experience/dreamforce_2026 Continue your learning journey on Salesforce+: https://www.salesforce.com/plus Subscribe to Salesforce’s YouTube Channel: http://bit.ly/SalesforceSubscribe _______ #Salesforce #Dreamforce #AgenticCRM #AgenticEnterprise #Dreamforce2026 #DF26 Learn more about Salesforce: https://www.salesforce.com Twitter: https://www.twitter.com/salesforce LinkedIn: https://www.linkedin.com/company/salesforce Facebook: https://www.facebook.com/salesforce Instagram: https://www.instagram.com/salesforce About Salesforce: Improve customer relationships with Salesforce, the #1 Agentic CRM where humans with agents drive customer success together. Our integrated platform pairs your unified customer data with trusted agents that can assist, take action autonomously, and hand off seamlessly to your employees in sales, service, marketing, commerce, and more. Disclaimer: This video is for demonstration purposes only. All account data depicted is fictional and does not contain personally identifiable information (PII). This content is intended solely to illustrate product functionality in a simulated environment.

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