Search is ripe for reinvention - consumers find it inefficient on their small screens and publishers and service providers are seeing conversion rates steadily decline. Currently, AI-powered assistants are the leading candidate to replace search -- for both consumers and the businesses who seek to acquire them. This panel will explore how AI technologies, and the category creation we’re in the early phases of, can become a viable user acquisition channel for publishers, content providers and others who have traditionally looked to SEO and SEM for customer acquisition.