Assistant-style results change the shape of discovery without changing the fundamentals. Systems that summarise the web still need sources they can parse, verify and attribute.
Three things help. Be unambiguous about who you are: consistent entity information across your site, profiles and citations reduces the chance of being confused with a similarly named company. Be specific with facts: dates, figures and named methods are easier to quote than marketing adjectives. Be citable: original research, clear definitions and well-structured comparisons get referenced far more often than promotional pages.
Brand mentions matter more in this environment, even without links. When multiple independent sources describe your company in similar terms, models are more likely to reproduce that description. Track how you are summarised, not only where you rank.
Put this into practice
Run an Link Gap Scout analysis on one of your commercial pages, then compare the content gaps against your current roadmap.