Future-proofing brands’ search strategies: harnessing LLMs for enhanced discoverability

Not sure what time the doors open for the theatre show you’re seeing tonight? Are you going to “Google It”? My teenage son and most of his Gen Z cohort certainly wouldn’t. They’ve been “searching it up” for years as they’ve grown up in a world where the definition of search is rapidly expanding. Social platforms like TikTok and Instagram as well as AI tools are starting to crowd Google out of more and more searches, shifting where and how people find information.

Google has long been the dominant consumer destination for discovering products and services. That started changing over the past decade as social media platforms, anchored around image and video content, created more engaging and brand-friendly experiences for users. While the news media wondered aloud if social media, TikTok in particular, might finally rival Google’s dominance, no one was ready ...