Search, the old way: craft a machine-interpretable query, plug into search bar, sift through 10+ blue links (sound a bit like prompt engineering?).

Search, the new way: open favorite app, toss in casual query, entertain your way to an answer.

Thanks to the rise of contextual machine understanding, everything is a search engine now.

According to TikTok:

“Search has fundamentally transformed from this old model of ‘I have a question, I need an answer,’ to really a place for stories and perspective”

&

“They’re not just looking for quick answers. They’re looking to explore, compare, and really shape their perspectives.”

Consumers are smarter and more empowered than ever before.
Build relationships by providing value via a brand with a personality.