Traditional search optimization assumed a ranked list. AI-mediated discovery does not work that way. An assistant retrieves, evaluates, and recommends, which means visibility now has three separate failure points rather than one. Signal Engineering is a framework built around them: being Seen, being Trusted, and being Chosen.

This session defines each stage, explains what breaks at each, and shows the diagnostic work that identifies which stage a brand is actually failing at. Attendees leave able to run the diagnostic on their own organization and prioritize work against the stage that is actually costing them, not the one that is easiest to measure.