AI is reshaping how people discover, evaluate, and stay loyal to brands—so your brand strategy should evolve from channel-first to community-informed. In this session, Areej AbuAli shows how to begin by joining the spaces your audience already trusts, then launch, grow, and scale a community that strengthens brand awareness, brand trust, and—over time—sales. You’ll learn what to do before you “open your own house,” how to resource and moderate sustainably, and how to measure what matters.