Onsite vs offsite as AI search continues to drive change

Off-site signals now outweigh on-site control in AI search. Siiri Lee, Senior Director of Global Direct-to-Consumer at MANSCAPED, brings two decades of experience scaling DTC and omnichannel ecommerce through conversion optimization, personalization, retention, and loyalty programs. She breaks down why on-site levers remain the most controllable investment even as off-site signals gain weight, and outlines a framework for aligning previously siloed teams around one holistic narrative and shared discovery objectives. The conversation frames cross-functional alignment, not channel-specific tactics, as the foundation for scaling AI search performance. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.