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Session

Future of Search: Between Generative AI and The Rise of Social Search

Advertising & Marketing Presented by WPP

Future of Search: Between Generative AI and The Rise of Social Search

About

The purpose of Search products, like Google or Bing, has always been to answer our questions and direct us to the right destination by acting as a gateway to the web.

Today's search landscape has shifted significantly. More users — with Gen Z in the lead — turn to social platforms like TikTok and Instagram to search for the answers they are looking for. Nearly 40% of Gen Z prefers using TikTok and Instagram for search over Google, according to Google's internal data.

Since the launch of ChatGPT in late 2022 we have seen a rapid adoption of generative AI products. A sequential and conversation zero click search experience will certainly impact our approach and needs for search.

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