The Future of Search

The event was built around one core idea: AI is fundamentally changing the way users interact with search engines, and marketers need to adapt quickly.

Our brand-led panel brought together industry leaders from AJ Bell, Reddit, and Boden for an insightful discussion on how brands can stay ahead in today’s rapidly evolving search landscape. Huge thanks to our ROAST team for setting the stage with thought-provoking perspectives, and to Kritika Rohira, Tamara Mulgirigama, and Arthur Guinness for their brilliant contributions to the conversation.

From Google’s AI Overviews and the emergence of AI Mode to the growing influence of platforms like ChatGPT and Perplexity, the search landscape is shifting from query-based answers to fully synthesised, AI-powered experiences. The panel explored how this shift impacts SEO, content strategy and performance measurement.

One of the standout concepts of the morning was Generative Engine Optimisation (GEO) – the idea of optimising content not just for traditional rankings, but for visibility within AI-generated responses. Attendees left with a clear understanding that being findable in 2025 will require more than strong keyword targeting. Authority, structure, and intent-based content creation are the new foundations.

The conversation also highlighted how search is becoming increasingly multimodal. Users are engaging with information through voice, video, and AI interfaces – not just blue links. This means brands need to consider how their content appears across all formats and devices, and how it supports real user journeys rather than static queries. Most importantly, the event wasn’t just informative – it was a genuine success. For many, it was a timely reminder that the pace of change in digital requires fresh thinking, fast action, and collaboration.