In this episode, Andrés chats with account director at performance marketing agency Bonfire, Will Bal, and Emma Hollins, principal experience designer at Western Australia's largest energy provider, Synergy.

Our panel of Alchemists dive deep into the seismic changes happening in Search right now, zooming in on the transformative impact of Generative AI, the ways that different age groups and communities search online and the role for brands in being present in meaningful ways for their audiences, answering questions like:

• What can we learn from previous generational shifts in the way Search operates and has been used?
• What are the the biggest factors driving the current disruption of traditional Search leaders?
• Is there a playbook for how brands should adapt to this new evolution in Search?
• Is Google's dominance and influence shrinking in this new world? 
• Does this shift away from traditional modes of Search reflect broader societal changes?

You're listening to The Alchemists, a limited-series podcast from marketing conference State of Social, delving deeper into the big conversations that start on stage at the event. 

For more information, visit www.stateofsocial.com.au.